How to Write Direct Mail and Ensure Your Audience Understands Content

When writing direct mail copy, focus on these five fundamental elements to ensure you’re presenting prospects with the most effective mailers:

1. Understand Your Target Audience: Who are you selling to? What do those people look like? What are their interests? What is important to them? What solution are you offering? Will that solution be effective? When you can answer these questions for yourself, you will be able to relate to your audience more effectively, and get to the root of their desires, which forms the basis for the ability to sell them on your business, services, or products.
2. Know the Numbers: What creative design is most effective? Have you tried variations to your mailer and tracked which one had the greatest impact? Are you tweaking your mailers when it should be done because you’ve noted declining results? Are you testing, measuring, and optimizing your mailers? When you see the results of your direct mail efforts, you will be able to create the most ideal mailers, because you are tracking them and will therefore grasp their effectiveness.
3. Contact Information: Are you providing multiple avenues for a response via a Personal URL, QR code, phone number, or business location? Are you tracking which contact information gets the greatest response? Are you creating effective funnels and marketing pages that result in lead conversions? When you offer multiple ways to respond, you are more likely to get a response, because there will be something for a variety of customers, and you have made it simple for them. In addition, when you include the name of the individual, that prospect is more likely to investigate.
4. Have a Call to Action: Are you expressing urgency? Is there a promotional deal on your product, services, or business? Are you expressing or emphasizing the utility of your business and how it helps to solve their problems and provide solutions? When you create promotional deals, generate a sense of urgency about those deals, and solve the client’s problem, potential clients can’t help but desire to take action.
5. Keep the Message Clear and Simple: Do they know the name of your business and what you do? Is your mailer well organized and fully proofread? Is the design easy on the eyes, and the font simple to read? Is there a direct call to action? Are the message and product clear and does the message target your intended audience? When you focus on a good design that is clear and to the point, prospective customers experience less confusion.