How to write a direct mail letter that will get read

Some days the content flows and you feel as though you could sell ice to the eskimos, but most days you are so entrenched in running your business and dealing with the day-to-day that you don’t have time to think about marketing campaigns and business development, let alone how to write a direct mail letter that will kick ass.

Writing a direct mail letter can be a daunting task. You know your products and services inside out and better than anyone else, but how do you explain the beTips on how to write a compelling direct mail letternefits in a short, concise and attention grabbing letter which will stand out from the rest?

With a bit of thinking, research and objection setting, it doesn’t have to be that difficult.

How to write a direct mail letter

  • Think about your goals. You will not make a sale through a direct mail letter, but it could generate a lead so carefully think about your objectives from the outset and the message you are trying to get across.
  • Make sure you do your homework and find out who the decision maker is. There is no point targeting the HR Manager if the MD makes all the decisions.
  • Include a punchy headline. This will grab the attention of the reader immediately so ensure it stands out and sets the scene for the rest of the letter.
  • Follow your headline with an effective paragraph that will engage the reader and make them want to read more. Don’t make it too long though, don’t baffle and keep to the point. No pressure, but without a catchy headline and a hook in the first paragraph, you will lose the reader, so put some thought into it.
  • Use bullet points. Most busy businesses will be scanning your letter so bullet points will make it easier for them to read. This is a good method for talking about the benefits of your products or services. Remember to talk about the benefits rather than the features.
  • Think about adding something quirky with your letter and turning it into a lumpy mail campaign. A chocolate bar, measuring tape, a pen, key ring – there are hundreds of thousands of promotional gifts available which can be branded and make your ‘lumpy’ envelope stand out from all the other envelopes landing on desks.
  • If you are targeting different industries and audiences, change the letter. Gone are the days of blanket letters and impersonalised campaigning. With so much information being readily available on the internet, you need to know your target market and adjust your letter accordingly.
  • If you can provide an offer or give something away which the reader will benefit from, do it. It will engage the reader and incentivise them to read the whole offering.
  • Try to keep your letter to one page. If your recipient opens a direct mail letter which is 2 pages or longer, you will lose them.
  • Finally, make sure you put a call to action and a deadline, and follow through on your promises. This will prompt the reader to take your desired course of action, and if they don’t, your follow up phone call will be right on schedule.

We believe direct marketing campaigns are still a very viable marketing initiative and have personally experienced great success when using them.

If would like help with creating an effective direct marketing campaign, contact us and let us help you to improve your lead generation.