Direct mail continues to be one of the most effective ways to communicate with customers and prospects. Direct marketing is a discipline that is defined by response and action. Applying proven best practices and techniques to direct mail letters can be the difference between mediocre and stellar performance.
The reality, however, is that direct mail performance is often influenced by a series of smaller things versus just one large contributing factor. To ensure direct mail letter success, we’ve compiled a checklist. This direct mail letter checklist can serve as a review. It can help you gauge whether your direct mail letter is meeting all the best practices and standards.
This article focuses on the letter, since it’s the most-read component. A direct mail package can’t be successful without strong letter performance. Direct mail letter performance tends to be influenced by mechanics. Whether it’s presenting the same information in two different formats within the direct mail letter or providing complete information, tried-and-true techniques are the best way to ensure direct mail success.
Here is a checklist to ensure your direct mail letters adhere to all best practices and are set up for success.
Direct mail letter should present the same information in two different ways
Direct mail letter body copy should provide information for in-depth read
Provide complete information to enable recipient to make a decision within the direct mail letter
Highlight features and benefits
Provide compelling reasons to act
Include pricing or product comparison information
Ensure direct mail letter body copy includes subheads
Deliver segmented and tailored copy
Include an expiration date
Prominently highlight the offer within the letter
Include call-to-action at least 3 times within the direct mail letter
Deliver action-oriented copy
Include existing customer relationship where appropriate within letter body copy
Include legal requirements and disclaimers
Include recycled seal if printed on recycled paper
End the direct mail letter with an actual signature
Incorporate a P.S. line at the end of the direct mail letter
Reinforce a message already delivered within the body copy within the P.S.
Include a clear call-to action within the P.S.
Incorporate an expiration date within the P.S.
Utilize a right rail within the direct mail letter for a quick scan of key information
Present copy within the right rail in the bulleted format
Highlight important messaging within the right rail
Restate call-to-action within the right rail
Emphasize expiration date within the right rail
In general, about 20% to 25% of target customers will respond using the printed response device, i.e., they will mail back an enrollment form. This is because the printed response device in direct mail serves as both a physical and subliminal reminder to respond. Here are some additional elements to consider in the development of the direct mail letter response device:
All direct mail packages should provide a response mechanism
Leverage icons as response triggers within the response mechanism
Include a QR code that drives to a landing page
Provide at least 3 ways to respond with the response device
Mail-back enrollment form
Phone number
Web link or URL
Include QR code for quicker access to a URL
Direct marketing is a science with a number of factors that can influence performance. Direct mail success can be achieved by incorporating many best practices. This checklist provides a foundation for reviewing your direct mail and ensuring inclusion of core, necessary elements. To view the more comprehensive downloadable Direct Mail Checklist, click below.
Topics: Direct Marketing
