Posted By Seamus Barton
Effective Copywriting in Direct Mail Campaigns
Of all the different formats used in direct mail advertising, letters have the greatest power to trigger a response. Most marketers agree, and acknowledge that any package containing a letter will attract more feedback than one without.
Some direct mail advertisers believe that the biggest advantage is that a letter is automatically understood as a message from one person to another. And if your direct mail letters are personalized, they have an even higher chance of generating the desired action.
Although other mailing formats are effective, they often scream promotion, which can put the recipient on guard. Letters, on the other hand, have a personal touch that establishes trust. Beyond that, you need to be a good copywriter to communicate your message effectively.
Here are some tips for effective copywriting for direct mail:
- Keep it engaging
- Start with a one-word opening
- Tell a story
- Make it simple
The words in your letter form the person-to-person part of your package, and present a great opportunity to address each segment of your audience on a personal level, rather than taking the company-to-audience approach.
When drafting your message, it is important to consider how people read letters. The opening paragraph is what helps readers determine whether or not the rest of the message will interest them. So the opening should be both engaging and informative.
Also keep in mind that your readers want to be convinced. Sprinkle words and phrases that intrigue the reader, such as winner, exclusive, discount, announcing, and so on.
There is a lot of pressure to engage the reader from the start. So use a one-word opening sentence or paragraph to capture the reader’s attention.
Stories are interesting, and your readers will find them irresistible. They are more exciting than lists, and help to create a mental image that improves brand recognition. Just keep in mind that a story needs characters and an encounter, or more specifically, a hero who overcomes a challenge. Your stories could even be testimonials for greater impact.
Avoid filler words or too much information that just seems to clutter your letters. If you have a lot of information to share, send out a second mail piece after two weeks or one month with the extra information.
These tips will help you jumpstart your direct mail advertising campaign on the right foot. And remember to test your campaign before rolling it out to a larger audience so you have a chance to improve or eliminate what isn’t working.
Interested in adding direct mail marketing to your advertising mix? Please call our Toronto mailing house in Scarborough at 1-866-486-0423.
Troi spells success, one letter at a time!