How to Write a Direct Mail Letter That Generates Response?
There are certain rules to follow when writing a direct mail letter for your business. Following them is essential to get your message across and increase response rates. However, some of the rules can be overlooked. These include avoiding using the wrong format and being creative, addressing objections, and including a dedicated response device.
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Follow proven formulas
To create a direct mail letter that generates a response, you must follow certainly proven formulas. Disregarding these formulas can hinder your creative process and can even lower response rates. However, there are certain rules you can ignore to increase response rates. Here are some of these rules.
First, the headline should be short and to the point. This is the part that most people will read. Make sure it is close to the main point of your direct mail letter. It should be easy to read and not contain negative words. It should also be in bold and in a larger font. A good headline will encourage the recipient to read more.
Be creative
A well-designed call to action can boost the response rate of a direct mail letter. The call to action can be an email address or a link, and it should be clear to the reader what steps they should take to take advantage of the offer. The call to action should be repeated several times in the letter and should include a sense of urgency.
Modern customers want to connect with brands through multiple channels. That’s why the best direct mail marketing letter examples emphasize digital outreach. To engage prospects, include social media icons along with their usernames. Firms can also add pURLs, which will allow them to quickly get in touch with their prospects using different media.
Address objections
When a prospect expresses an objection, you need to have a ready response. Although you can’t anticipate every objection, you can anticipate the ones that are most likely to come up. Understanding these objections in advance will reduce the chance of coming across as unprepared.
Objections are a natural part of the selling process and should be handled with tact. Use them as an opportunity to clarify communication, demonstrate your knowledge of the product or service, and build a relationship. Avoid making the objection personal or attacking the competitor. Instead, focus on figuring out the real reason for the objection so that you can address it in a more personal manner.
Include a dedicated response device
When designing a direct mail letter, the headline is one of the most important elements. It should contain a concrete benefit for the reader and attract them to the letter. In addition, it should contain a “Johnson box,” which should be at the top of the letter and contains the most important message. When used correctly, the Johnson box can increase response rates by up to 40%.
Including a dedicated response, the device is easier than you think. A direct mail letter that uses a response device should offer several ways to respond. This should include a phone number, reply card, or PURL, among others. If the device is physical, it can help increase response rates across all channels and provide an opportunity to repeat the offer.
Be authentic
When writing a direct mail letter, it’s important to be authentic. While it may be tempting to use a template to make your letter more appealing, this is not always the best way to convey your message. A successful letter will disarm recipients’ cynicism.
Handwritten direct mail letters are highly effective. The thickness of the paper also speaks volumes about the brand. People perceive handwritten mail as personal correspondence, and they open thicker envelopes. Printed direct mail letters, on the other hand, tend to be opened by other members of an organization.
