Direct mail: it’s the promotional product we love to hate; the scourge of many a letterbox; the contents of many a file labelled ‘bin’.
But shhh, here’s a secret: It works. But only if you get it right.
It’s particularly valuable in an economic downturn, when purse-strings are practically welded together and every expense is
Direct mail is relatively inexpensive and easy to assess in terms of the response you get
closely scrutinised to determine its ultimate worth – yet, conversely, when the need to attract customers is greater than ever.
Direct mail is (A) a relatively inexpensive form of marketing and (B) easy to assess in terms of the response you get – and profit you make.
Most direct mail generates a response rate of 1-3% (although the best-written ones can bring in more than that, cough, cough, excuse me...)
So, how do you get it right?
Keep it targeted
The best direct mail speaks directly to its recipient. By which I don’t mean simply addressing them by name and saying ‘you’ a lot (although you should do that, too); I mean, use a writing style and address topics that are appropriate and relevant to your reader.
Try targeting people in groups – eg, by sector, geographical location or job role – as it makes it easier to find an approach or subject that will appeal to them all.
Think of the benefits
Remember what everyone will ask when they open your mailer: “so what?” Focus not on what you do, but on what they can gain from you.
Make key points stand out
People scan direct mail. If it doesn’t grab them straight away, it’s in the bin within seconds.
Hook them: write an attention-grabbing headline and highlight benefits in sub-headings, bullet points and bold text. But don’t overdo it; it needs to be clear and simple.
Include a call to action
Encourage your readers to get in touch. Whether it’s a discount, a free consultation or a limited period offer, give your recipient a reason to contact you – and don’t forget to include your contact details.
Power of the ‘PS’
Back to the scanning rule. People often open direct mail, read the heading and scan to the end.
A ‘PS’ stands out. If yours contains a clear benefit, such as a special offer, your reader is more likely to be interested and read more.
If you’re still unsure about direct mail, here’s a true story.
At All Words, we work with a company who spent £35K on a television and radio advertising campaign last year. We wrote one piece of direct mail for them a few months ago.
The results of the £35K campaign? Nothing. Zip. Nada.
When last we spoke, they were reported an estimated 10% response from the mailer – not bad for a marketing campaign costing a tiny fraction of what one deal could make them. PS: If you’re still scared of getting it wrong, a professional copywriter can help (ooh, there’s that nasty cough again…).
If you’ve got any questions – just ask!
