99 direct mail marketing tips
We ensure that you are getting the right message to the right target and in the right way.

  • Give a free gift to increase response
    Highlight the free-gift offer prominently
    Use short copy to tease the reader to read further or respond
    Minimize the use of buzz words
    Make your offer easy to respond to
    Prove any claims with details to add credibility
    Ask for the order right away
    Use graphics and color to support the message and text
    Offer a free trial to eliminate risk
    Hire a professional copywriter for your content
    Hire a professional graphic designer
    Make your offer easy to understand at a glance
    Promise many benefits
    Give many reasons to buy
    Use all the formatting available with taste
    Have your direct mail reviewed by an objective third party
    Use colored paper to make impact and save on printing costs
    Consult with a direct-mail specialist
    Use a reply card or other reply mechanism
    Put a headline on the envelope
    Survey customers about what they’ll respond to
    Include postage-paid return cards or envelopes
    End a page with the middle of a sentence to encourage more reading
    Personalize as much as you can
    Use a Post-It note for greater impact and attention
    Make the offer very prominent in the copy
    Use a no-risk guarantee
    Keep track of target recipients, replies and follow-up
    Tell the whole story
    Keep paragraphs short
    Break up long copy with graphics or white space
    Don’t dwell on history or background
    Offer a free-trial period
    State your geographical service area even if its global, national, regional or local
    Keep the sales pitch positive and highlight the benefits
    Include a call to action; tell your readers exactly what you want them to do
    Use a “P.S.”–its one of the most frequently read parts of the copy
    Make it easy to purchase: credit cards, terms, etc.
    Offer a discount for a quick response and order
    Make a simple order form for faxing
    Always put a sense of urgency and deadline in your copy
    Put a picture of a phone by your phone number
    Put testimonials at the top of the content and by the call to action
    Use typestyles that are easy to read, not a mix of them
    Have a call to action at the beginning, middle and end of your copy
    Use free information, free samples and a free demonstration as a marketing hook
    Offer a free consultation in addition to the free information hook
    Separate features and benefits (emphasize benefits)
    Use bullet points and small segments of information
    Use subheadings and subtitles
    Include a toll-free number if you have one
    Get your readers involved with a contest
    Use a tear-out coupon or one with a printed perforation
    Ask plain questions and offer a simple solution
    Put in a photo of yourself or an associate’s to personalize it
    Make promises; keep promises
    “Free” is still a motivating word–use it and highlight it
    Use handwritten notes or comments on your direct-mail piece
    Guarantee customer satisfaction
    Offer proof of the benefits
    Include case studies and success stories
    Restate your offer often, especially at the end of the communication
    Use captions, sayings or titles under all photos
    Order your mailing list or compile it way in advance of your execution date
    Test your list and use “Address Correction Requested” to clean your list
    Mail to vendors as well as target prospects
    Outsource things you don’t do best: printing, mail prep, design, etc.
    Put yourself on all mailing lists
    Work with a list broker to tighten list specifications
    Test different copy, headlines and offers
    Use graphics on the outside of envelopes
    Measure results and calculate ROM (Return on Mailing) dollars
    Code your mailings to measure response
    Mail frequently to a smaller subset of your list
    Plan and prepare enough mailings for three months at a time
    Use color
    Do a co-op mailing with a fusion marketing partner or power partner
    White space is good–a clean look is professional and easy to read
    Print in large quantities to take advantage of cheaper printing prices
    Use mailing pieces as handouts and for sales kits
    Mail to PR contacts
    Self-mailers are read more than stuffed envelopes
    Postcards are very efficient; usually both sides are looked at
    Print on the flap of the envelope to increase exposure
    Create excitement: “Act Now!”, “For a limited time!”, “Hurry while it lasts!”
    Deliver stacks of left-over printed items to trade organizations
    Its OK to send the same piece over and over for consistency
    Mail to educational institutions
    Create fun for you and your prospect with your campaign
    Tie other marketing to your mailings
    Put your website address on all mailing pieces
    Odd shapes work, too
    Mail with stamps get opened before metered mail
    Include pre-stamped reply envelopes
    Don’t delay your mailing by trying to mail in bulk on one day
    Include a business card in a letter
    Lumpy mail gets attention–it gets opened and gets a good response
    Have a conversation with your prospect
    Publicize your direct-mail campaign

Original Article: HERE