What do you want your campaign to do? Of course, the ultimate goal is increased profits or awareness, but the action your prospect takes is a direct result of the message. How does your direct mailing campaign fit with other marketing efforts your organization may be doing at the same time? How can they complement each other?
Keep Your Message Simple
Now is not the time to get into the nuances of your industry or include tangents. Even if you are sending brochures or sell sheets, the simpler the message the more of an impact it will make. What will most compel your target audience to act? Remember that direct mail messaging is part of an omni-channel marketing strategy. Mail will drive traffic to your website or landing page, which means detail and tangents can be reserved for later in the buying process. Your mail should be short and to the point. Grab the reader with a strong headline and always focus on the benefits your product will bring.
Use a Conversational Tone
The easiest way to convey your message is to use ordinary words, active verbs, and short sentences. An informal, conversational tone will naturally communicate what you want to say. Pay close attention to the words and tone you use to avoid coming off as condescending, threatening, or “salesy.” Be authentic, be conversational, and most important of all, be real.
Finish With a Clear Call to Action
Don’t forget to help your customer respond to your mail by spelling out exactly what you want them to do. Maybe you want them to scan a QR code, or call a number for an appointment. A direct call to action will tell them to do exactly that.
Presort Inc. is a St. Louis–based company that specializes in a variety of direct mail services, from printing and mailing to warehousing. We have the resources and capabilities to help companies pull off any direct mail campaign.
5051 Southwest Ave.
St. Louis MO 63110-3427
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Wentzville, MO 63385-1347
2121 Bessie St.
Cape Girardeau MO 63701-5115
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Columbia, MO 65202