Elements of a Direct Mail Letter

The key to effective direct mail is to create compelling copy that speaks to your customers’ needs and engages them with your brand. You can do this by using well-written body copy, a benefit-oriented headline and a persuasive call-to-action.

1. A Benefit-Oriented Headline: Often overlooked, your headline is one of the most important elements of your direct mail piece. Make it bold, creative, and enticing by stressing your reader’s biggest benefits.

2. Well-Written Body Copy: The body of your letter should include bullet points and strong action verbs to communicate the key benefits of your offer. The text should also be concise, yet long enough to convince readers that your product or service is worth buying.

3. Personalization: Adding a name and a return address to your direct mail piece is a great way to boost response rates. It’s especially important when mailing to a specific customer or prospects list.

4. Add Customer Testimonials: When possible, including testimonials from satisfied customers is a powerful marketing strategy that works for many industries and types of products or services. Nonprofits can use testimonials to collect donations, while businesses can include them to attract new business and build credibility.

5. A Call-to-Action: The call-to-action is the most important component of a direct mail piece. The CTA should tell your readers what they need to do (call, email, click on link) if they want to take advantage of your exceptional offer.