Writing a Mailshot

Most businesses send out mailshots several times a year, whether they are large-scale mailings or batches of individualised letters to a dozen key customers at a time. If the targeting and the offer are right, you get a positive response. If you get them wrong, it is junk mail.

You need a good list, a proven product and a strong offer, embodied in a compelling mail pack. But writing a successful mailshot need not be difficult, if you set about it the right way.

This briefing focuses on writing a traditional mailshot, to be printed and sent out by post. It covers:

• Knowing what you are trying to achieve.
• Getting the content right.
• Essential tips on form and style.
• The keys to maximise your response.