How Long Should a Direct Mail Marketing Letter Be?
The answer to this question depends on the goal of your campaign, whether you’re looking to generate a lead or get an immediate response. If you’re trying to generate a lead, your letter should be short and concise; if you’re generating an immediate response, your letter should be longer and more compelling.
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Aim for a balance between length and information content
It’s important to keep your direct mail marketing letters focused and clear of clutter. This means choosing the right paper type, color, and other elements, as well as ensuring that your CTA is clear and easy to read.
Your headline should grab attention immediately and draw readers into the rest of the letter. This is especially true for newsletters and self-mailers, which can include a lot of content. It’s also important to avoid using too much copy or a heavy-handed sales pitch, as these can put off prospective customers.
A great way to do this is to focus on your offer and make sure it ties directly to the CTA. This will give your customer a sense of what they’re getting for their money or their time and can help them to decide how to proceed.
Reaffirm Your Unique Value Proposition
It’s crucial to reaffirm the unique benefit of your product or service in the body of your direct mail marketing letter. This will encourage potential customers to trust your brand and take the next step in your sales process.
Often, businesses will use bullet points to illustrate their benefits, and this can be a good idea. In addition, try to incorporate images into your direct mail marketing letter if possible.
Consider including pURLs and icons of your social media platforms on your direct mail piece. Including a scannable QR code on your mail piece can also be a great way to encourage your prospects to take the next step in your sales process, and it can be a simple and effective way to boost your ROI.
The length of your direct mail marketing letter should be based on your goals and the size of your audience. If you’re aiming to generate a lead, your letter should fit on one page and be short and sweet; if you’re aiming to generate an immediate response, your letter should be longer.
Add a Call to Action (CTA)
A call to action is the most important thing in any direct mail marketing letter. It tells the reader what to do next and can be either a phone number or an email address. It can also include a link to a special landing page created specifically for your campaign.
It’s also a great way to get people to read more of your direct mail marketing letter, as they can click on the CTA to learn more about your business. This can increase your response rate by a large percentage and ensure that your mailer is viewed.
Your CTA should be the most prominent part of your direct mail marketing letter, and it should be the reason why you’re sending it out. This is why it’s so important to determine your goals first and then write your CTA accordingly.