When is the best time to use a direct mail letter versus a brochure, postcard, catalog, etc.? Anytime, actually.
According to Jeffrey Dobkin, author of "Successful Low Cost Direct Marketing Methods" and "How To Market a Product for Under $500," letters are more effective than any other form of direct mail because they can have a "story line...a blend of benefits, facts and fiction to show the product in the best light."
Direct mail letters, by their very format, imply something more personal than a four-color postcard or glossy catalog. They're typically lower-cost than brochures, and they generate the greatest focus on the copy itself, since letters generally exclude otherwise attention-detracting graphics and glam.
To make the most of your postage and your budget, consider the following tips when you write your next letter.
1. Identify your goal and stick to it. Are you looking for customer retention and loyalty or are you hoping for a specific response: an order, a phone call, a donation, etc.? Your copy should send a clear, well-written message, whether it's a simple "thank you for your business" or a sales pitch.
2. Make a personal appeal. Whether you mail your letter to 100 people or 100,000 people, it needs to sound like it was written specifically for each recipient. Personalization works wonders here. But don't stop at "Dear {First Name}." Incorporate other specific details from your database into your letter: relevant previous purchases or donations, geographical references, ordering preferences, etc.
3. Focus on benefits. Use a brochure to show what your product or service is, but use a letter to explain why the recipient needs it. Use the space to explain what your offering is and how it solves a problem.
Happy writing.
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