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Creative Court: How to judge direct mail communications, Part 2

Posted by Randy Mitchell on October 9, 2014

“Creative Court is back in session. All rise.”

That’s your cue. It’s time for you to be the judge and hand down your verdict. The case before you is a direct mail communication approach. You’ll decide whether it’s fit for execution (which in this particular court is actually a very good thing).

But first, a quick recap. In Part 1 of this blog article, we considered some pivotal questions to ask when you judge direct mail.


These included:
“Does the approach capture attention?”
“Will the package get opened?”
“Is it truly personalized?”

Now let’s examine the rest of the evidence. It’s time to go back inside the direct mail package and ask a few more probing questions.

Our first question considers one of the major advantages of direct mail, and an opportunity that many packages simply don’t capitalize on.

“Is the information thorough enough?”
Who will read the entire direct mail package? The proofreaders. The brand manager. And perhaps one more important party: Customers and prospects who are trying to make a decision. At this point, they’ve already noticed the direct mail package and were compelled to open it. But this is another critical juncture, because they’re still on the fence. Fortunately, you can help them, your honor. Ask yourself if the communication contains all of the information the target needs to get them to “yes.” But don’t be misled. We’re not talking about a wall of meaningless words. You need to judge if the messaging is both compelling and complete. It should answer questions before the target has to ask them. Many direct mail packages contain multiple elements and that provides more than enough real estate to make your case. Remember, if the package doesn’t offer all of the necessary detail to drive a decision, the target will have to go elsewhere to find it. Or more than likely, they’ll simply give up and move on to something else. So make certain the package informs, educates and moves the target toward a transaction. Which brings us to our next question.

“Does it tell the target what to do?”
In the legal profession, there’s something known as an “open and shut case.” In other words, the verdict is practically preordained. This is the direct mail equivalent of that type of case. If the direct mail package doesn’t tell the target precisely what to do, it’s guilty of gross negligence. Case closed. It’s a fact that one of the top direct mail best practices is to include clear calls to action. These essential elements spell out exactly what the package wants prospects to do. Do you want them to go online and register for something? Is there an 800 number for them to call? Do you have a mail-in response device? Draw attention to them and state clearly and directly all the ways a target can respond. If there are multiple components in the direct mail package, make sure that each of them contains your call to action. Another one of the top direct mail techniques is to incorporate icons along with the call to action as an additional response mechanism. These help draw the reader’s attention to the action you want them to take. Also, be sure that the P.S. line in the letter restates what you want your reader to do. The P.S. is one of the most read parts of the letter, and it’s another opportunity to drive response.

“Is there a sense of urgency?”
Brand advertising asks people to feel something. Perception is key for the products or services it promotes. Fortunately, you’re not judging brand advertising. This is direct marketing and it wants people to do something. That was the whole purpose for the call to action we just covered. And as it stands, our target will act. Eventually. Sorry, not good enough. We want them to respond quickly and direct mail provides the means to make that happen. It’s called the expiration date and the package should use it to build a sense of urgency. The expiration date is usually the date an offer expires. So it makes sense for that date to be used in conjunction with the call to action. It helps complete the circle: Tell people why they should respond, how to do it and when to act.

At last, it’s time for closing arguments. You retire to your chambers and consider all the facts.

Did the direct mail package stand out and command attention?
Did it motivate the prospect to open it?
Was the messaging truly personalized and relevant to the target?
Was there complete information to get a prospect to “yes”?
Did the call to action tell the target what to do and how to do it?
Did the expiration date create a sense of urgency?

With those questions as your guide, your decision will be fair, informed and impartial. And that’s the only way to pass judgment in the Creative Court.

Want more proven direct mail techniques for improving your response rates? 

Anatomy of a Direct Mail Letter

Topics: Direct Marketing

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