Direct mail takes many formats, from catalogue and brochure mailings to flyers and special offers. Though, there’s one direct mail format that’s founded in the very traditions of postal mail: the humble letter. A direct mail letter is more powerful than you think. It’s a personalised invitation to your recipient, asking them to participate in a one-on-one dialogue. It’s your opportunity to define what this comprises, so allow us to give you some guidance when drafting your next direct mail letter.
Everyone likes to feel special, and we all like to know we’re being addressed individually. ‘Dear Sir’ and ‘Dear Madam’ are considered old-fashioned, and ‘Dear Home Owner’ or similar is just plain lazy. Use the personalisation capability of direct mail to your advantage: address each letter individually using the recipient’s name from your database. Given names allow for friendliness and familiarity, unless formality’s required, in which case use ‘Dear Mr/Mrs/Ms X.’ Not only will this get their attention, you will pique their curiosity knowing that the letter concerns them directly.
Make it relevant
Just exactly what the letter comprises is entirely up to you, but it must relate to your reader. Let them know the context of the letter in the first paragraph and you will engage them for the remainder. By communicating the letter’s subject matter or offer they can understand whether it’s of relevance and can continue to read on. You can also supplement it with a subject line, although these are best reserved for business.
Gain their trust
Great copy equates to reader engagement, which means conversions for your business. Define the tone of voice as informative and caring, and half your work is done. You need to instil a sense of trust in your recipient before they listen to what you have to say. Next identify a problem for which your organisation has a solution; it can be extended health insurance for the family, or an upgrade to a product or service for which they have the basic edition. Whatever you’re offering it needs to sound appealing to their needs. And remember to sell the benefits of your ‘offering’ not its features.
Close with the offer
It isn’t considered repetitive if it’s informative. Remind the reader why you’re contacting them again— clearly state the terms of the offer, the duration of its availability, and remind them how they can benefit.
Show them how to contact you
Ensure you’re available to assist them with any questions that they might have—this can make or break a conversion. Make it clear and simple for the reader to understand how to get in touch. It’s perfectly acceptable to include a reply phone number, websites or email address in the body of the letter, but you should also put it elsewhere on the page so it’s easy to find.
Contact First Move today on 01494 539300 or email firstname.lastname@example.org for help with your Direct Mail letters.
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