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Direct mail letters 'should be personal and to the point'

Rachel Wheeler

January 4, 2010

Archive

Direct mail sales letters should be to the point and kept personal, an industry news source has said.

"If your first sentence does not hook the reader they will toss it aside before they ever get to your message. If the call to action is not clearly stated your response rate will suffer," according to direct mail news site Presort.

The website added: "Like writing for a newspaper, you must understand that many people will not go beyond the first paragraph. The first paragraph must summarize your entire message in just a few lines … you want to ensure your message was received."

Making a free offer, keeping the text simple, adding a "ticking-clock" and selling the benefits of your product or service as opposed to its features were all also highlighted as key features of a successful direct mail marketing letter.
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