How to Make Your Direct Mail Piece Stand Out
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar” —David Olgilvy
Direct Mail is not dead! While we are influenced by the 21st Century and the “digital age”, that is what helps direct mail stay strong and makes it still powerful today. It is still the most reliable and familiar marketing platform.
Always set a focused AND compelling message. Set yourself a goal and keep that goal in mind while creating all components of the direct mail package.
Headline/Teaser
Use a bold Headline or Teaser on the outer envelope! Let the audience know your story right away BUT keep it short, sweet and specific. Then repeat the headline or teaser on the letter, inserts and/or the reply.
Subheads throughout the letter will help the reader know the important points.
Body Text
Be Clear! Avoid “jargon” that the reader may not understand or really want to know. Get to the point quickly and be upfront right away. No one wants to go through mounds of copy before they find out what you are asking. Bullet point the key messages you want to highlight.
The Offer
Again, make the offer or ask stand out and clear. Also know your target audience and make it compelling to them.
Call to Action
Make it obvious what you want your donor to do.
Want the donor to call: make the phone number bold.
Want the donor to email: make the email address readable and easy.
Want the donor to visit your website: make URLs and QR codes stand out and bold. Make sure to link it to a landing page. A landing page will be specific to your offer or ask and then give the donor more details to your message.
If you don’t tell the donor what you want them to do, they will not respond to your organization.
In conclusion, creating an effective direct mail package is all about capturing attention and delivering a clear, compelling message. By following the tips and strategies outlined in this article, you can ensure your direct mail stands out and engages your audience. Did you find this article helpful? Creative Ideas for your next Direct Mail Campaign and Long Letters vs. Short Letters are reads recommended by our experts too!
