Unlike other advertising spaces and spots, you control every aspect of how your direct mail comes across to your customer. Whether you include a little or a lot of information depends on what kind of response you want from the recipients, but there are a few guidelines that ring true for direct mail content.
- Make sure there is a clear call to action. Do you want qualified recipients to go to your website, come to your store during a sale or call to order? Whatever response you want, it needs to be clearly stated so they know how to proceed, which is the purpose of the call to action. For longer mailers, include the call to action three times within the text.
- Write your content to appeal to your target audience. Direct mail campaigns are the most successful when you have clearly laid out who you’re marketing to and what they need. If you don’t speak to their needs, prospects won’t respond.
- Don’t make your mailer just a block full of text. Use headlines, bullet points and numbered lists to make it easy to read and digest. Don’t make all the paragraphs the same length or they will be skipped. Be concise and clear and your audience will respond.
- Add a deadline to any special offers. If you know you can get 50% off a particular service any time of the year, when will you call to actually buy? Probably never.
The biggest tip of all: Give all the necessary information! This may sound redundant, but it is amazing how much crucial information gets left out of mailers or is incorrect. Want recipients to go to your website? Provide the web address. Want them to call? Include the phone number and triple check that it’s correct. If you want customers to send in a mail order, include all the product information they’ll need to make a decision and include the order form.
The final look and feel of your direct mail content will depend on what your business does and who it serves, but putting in due diligence is what will make it a success.