How to Write Direct Mail Letter Copy that Wins Sales

Knowing how to write a direct mail letter that generates leads and sales is at the core of most traditional marketing positions. Whether you are working for an ad agency or a political campaign, direct mail is essential to your overall strategy. Read on to see some of the most effective techniques and tactics that you can use to write high-conversion sales copy.

How to Write Direct Mail Letter Copy that Wins Sales

Keep the Mail Letter Short

The last thing you want to do is drown your audience in text and images. Direct mail that is too busy will increase the chances that your mailing will simply be thrown out. Keep sentences short, with only three to four sentences per paragraph.

Make Use of Images

Another thing to keep in mind is that you want to break the text up with images. Images can create a lot of meaning and make the overall tone of your direct mail piece seem less formal and easily digested. Picking the right image is a whole other process. You want the visual element to convey the same themes as your writing: a direct mail piece marketing food, for example, will want high-quality close-ups of the food, and people enjoying themselves while they are eating. Also, make sure that you fade or edit the photos so that they don’t sit jarringly against the text.

Always Include a Call to Action

The whole point of a direct mail piece is to get your audience to do an action. You can’t simply compile a list of benefits and hope that your readers will convince themselves. Clearly spell out what you want them to do, and how to do it – no beating around the bush and nothing hidden. To do this, choose actionable words like “order” or “call,” not everyday words like “get” or “receive.” It’s also important to create a sense of urgency. Words like “hurry” or “limited time offer” can encourage people to act soon – and can make it clear that promotions are time-sensitive

Make Specific Takeaways Skimmable

You should make sure that your direct mail piece is fully skimmable. This means that if you simply glance at your copy, you should be able to remember a few key points. Important facts – like the price, timeframe, location, and tagline – should be featured prominently, with bright colors and graphics and a larger font size. Writing specific takeaways in brightly colored boxes to the side of your main body of the text is an effective way to call attention to longer sentences that are still important. Use this for phone numbers, important background information, or secondary calls to action. 

Always Test Your Direct Mail Letters

You should always test minor tweaks before you implement them. By sending out two versions of a direct mail letter with only a single change between them, known as A/B testing, you can see the impact of implementing the above tips. For more information about marketing and direct mail specifically, feel free to check out our blog!

Direct Mailing for Donations: Best Practices for Your Non-Profits’ Next Direct Mail Campaign

Direct Mailing for Donations: Best Practices for Your Non-Profits’ Next Direct Mail Campaign

Many non-profit organizations want to add direct mail marketing into their fundraising efforts. The most successful non-profits understand that it requires investing enough time and money to achieve the best results from their campaigns. While some organizations depend solely on phone calls and emails, others have better access to other types of marketing options.

Direct mail fundraising involves a lot of calculated costs. Some organizations are hesitant about whether or not they should invest in direct mail. And if they do use direct mail letters, many often worry about if it actually works.

Good news: direct mailing does work. But there are things you need to know about it first. Here’s how to use some of the best practices to transform a direct mailing campaign into a group of informed donors.

Non-Profits Benefit from Mailing to Current Donors

The two most popular mailing markets for non-profits are to current donors and prospective new donors.  

Mailing to current donors is a great way to stay in touch and to encourage more donor participation.  

Prospecting mail gets sent to a purchased list of people who have never donated to your non-profit organization. These lists can be more challenging to see results from simply because the people on the list are often unfamiliar with your organization.

No matter the size of the non-profit, direct mailing should reach the current donor more often. In fact, mailing the list a solicitation letter at least once a year will make a big difference.

Direct Mailing Takes Practice

To have successful direct mailers, organizations should treat it as an art. Prospecting mail takes time and a lot of testing to find the perfect mailer that yields the greatest returns. One of the goals would be to show enough profit to pay for the marketing with the majority going to the actual cause. Once the current donor list is built up, the direct mail marketing efforts becomes more profitable. Sending out an inappropriate prospecting letter can waste a lot of time and money. Therefore, organizations should consider using a professional and experienced team.

Hiring an experienced direct mail consultant can help non-profits who are struggling just to break even.

Treat the Mailing List Like Gold

An organization’s target audience should be people who have already donated through the mail. Hence why current donor mailings are so successful. The direct mailer’s donor file is as good as gold when treated respectfully.

The only thing working against this is over-soliciting a mailers list. Organizations should avoid sending a direct mailer every other week, for example. Instead, they should be sending cultivation mailings, such as newsletters. These can keep a list fresh and let donors know that they are valuable.

Treating donor files with respect can welcome continued support to non-profit organizations.

Bottom Line

The most successful direct mail fundraising stems from a foundation of testing things. Non-profit organizations that continue testing, measuring and analyzing their direct mailing win. And for those seeking more guidance, our services can help!

Call us today and we can mail your letters so that you don’t have to hire a separate mailing house.

Why People Are More Likely to Open Mail with Handwritten Envelopes

Why People Are More Likely to Open Mail with Handwritten Envelopes

In today’s society, it is very rare for us to receive something handwritten unless it is from a family or a friend. Often, we don’t even get those. Almost everything is done electronically. While it is convenient, sometimes it isn’t always the best solution for your marketing. Every piece of mail that you send out will be costing your company money, so you want your mail to be opened when it is received. Keep reading our guide to see why people love receiving handwritten envelopes, as well as why they’re more likely to open them.

Get Personal with Prospective Clients

Getting personal with your clients is a great way for them to relate to you and in turn, use your products or services. Using handwritten envelopes will make your direct mail stand out to clients that you send them to. You want to get personal with your direct mail so your potential clients will open it when they receive it. If they feel like it is something important, then they will be more likely to open it. Your direct marketing needs to stand out to clients. Making it personal will definitely help in the long run. 

Handwritten Fonts

Using your own handwriting as a font is a great way to get personal with your clients while also saving yourself time. How? You can get a font created with your own handwriting to address envelopes, make comments, and even write an entire letter to a client. This will make the relationship between you and your clients feel more personal. It will seem like you put more time and effort into the note. It may also make them think more highly of you because you took the time to write a personal comment to them. If you feel like your handwriting isn’t great, don’t worry. You can also go for a calligraphy font. This will make all your direct mail look personalized but also still be professional. 

Be Specific with Your Handwriting

When it comes to handwriting for your direct marketing, you don’t want to overdo it. There are some specific places you should make sure you use handwriting when sending out direct mail to clients. You should use handwriting in key areas like the address, your signature, and a personal note inside your mailing envelope. Including a personal note to your client will sway them to use your company because they will feel a personal relationship with you and your business. If you can point out a specific thing about your client, then make sure to write about that so they’re more likely to relate with you. 

Handwritten Envelopes Are Great for Marketing

What we’ve learned is that everyone likes to get personalized mail. Using your own handwriting can help to boost your relationships with customers. You want your customers to feel like they have a personal relationship with you so they are more likely to use your products and services. Keep scrolling our website for more information on personal handwritten envelopes. Give us a call for a quote today!