11 steps to an effective direct mail letter

A good direct mail letter is an excellent way to get in front of potential customers and introduce your brand. We regularly use direct postal mail to generate leads. Here’s our guide to writing an effective direct mail letter.

11 steps to an effective direct mail letter

1. Write to your audience

Use a writing style which is appropriate to the letter recipient and your brand. If your brand is professional and trusted, then use a professional tone of voice.  Write in straightforward, plain English.

2. Use a killer headline

Summarise your letter with a short and snappy headline. Check out our guide to creating email subject lines which is just as relevant to direct mail.

3. Grab them with the first sentence

Create a hook and give them a reason to read more.

4. Simplify the message

Have one clear message you wish to communicate and don’t confuse or over complicate by trying to throw in everything.

5. Personalise

Draw the reader in and make it feel relevant to them by using “we” and “you”. Be conversational.

5. Incentivise

Include an offer or discount to encourage the reader to take action.

7. Make it interesting

Include a gift, relevant to the letter, to pique interest and make it memorable.

8. Focus on benefits

Demonstrate how the features of your product/service provide benefit.

9. Keep it clean

Stick to one font type, size and colour throughout. You can highlight the odd point but keep the overall appearance professional and clear.

10. Keep it short

Stick to a maximum of one side of A4, evenly spaced with lots of white space. Bullet points are fine to summarise key points. Ensure the reader can get the essence of your message with just a skim read.

11. Include a call to action

Direct the reader to the next step, such as a personalised landing page. Tell your reader what action you will take next, a follow-up phone call in a few days for example.

When constructing your direct mail letter the most important thing to keep in mind is your target audience. As you write, put yourselves in the recipient’s shoes and consider whether you would read it.

We love writing direct mail letters, so if you’d like help managing a direct mail campaign, please get in touch.

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