Why Not Just Try a Letter?
When you are looking to get a great response to a print marketing campaign, have you ever considered just sending a direct mail letter? The results are in and as I recently told you, Direct Mail works, but why not just try a letter?
Letters have an emotional appeal that doesn’t come from a postcard, a trifold, or even the most beautifully designed brochure. There is something about the personal connection that is made between the sender to the recipient when communicated in natural language in a way that’s easy to understand and relate to. Plus, letters are inexpensive to print and mail, but they can be profoundly effective when done well.
Here are My Thoughts On Effective Letter Writing for Direct Mail Marketing
1. It Has to be Great. – An average letter will not do the trick. You need to tell a great story, provide a compelling offer, and do it really, really well. This may mean hiring a copy writer, but it’s worth the effort.
2. Keep it Simple. – Sometimes the most simple letters are the most effective. One marketing agency encouraged its client, Ford of Canada, to send a letter saying, “This letter is worth $1,500 to you when you buy or lease a brand new Lincoln.” Over a six-month period, that letter was responsible for the sales of about half the Lincolns in Canada.
3. Make it as Personal as Possible – Be sincere. Use natural language. Affix real stamps on the envelope—or maybe even two. This alone can boost response rates significantly.
4. Make It Easy – Let us worry about the logistics. We are print commodity managers and more. We can help you with your marketing idea, printing and delivering the letters, we can even affix real stamps. In other words, we make it easy.
Drop The Fancy This Time and Get Real!
This is not about being fancy. It’s about making a real, emotional connection with your audience, something marketing research shows us consumers are looking for in the companies they choose to do business with. Sometimes a fancy, full-color, high-gloss mailer or multi-channel marketing campaign is the right tool for the job. But sometimes a simple, but very well written letter will be just as effective — or more.
