Writing a Mailshot

5. Making the Pack Work

5.1 Make the writing and design work together.

• A multi-piece mail pack should be planned as a whole, with one theme.This includes factors like the phrasing of the order form.

5.2 Personalise wherever possible, by using the recipient's name.

• Apart from the letter and envelope, you may be able to pre-print names on reply cards and order forms.
• For small mailings, make a virtue out of necessity and write names by hand.

5.3 Including several enclosures increases your response rate.

• You can enclose leaflets, price lists, case study sheets, photographs, testimonials, newspaper cuttings and order forms.
• A pack with several pieces gives you several chances to put your offer across and get the reader hooked.

5.4 Encourage immediate buying decisions.

• Offering a free gift with all orders by a certain closing date is a reliable way of boosting response.
• Be aware that business customers and government departments may disregard any offer that comes with a free gift.Contact the Copy Advice Service (020 7492 2100 or visit www.cap.org.uk) to check the rules affecting free gifts and special offers.

5.5 Make it easy to reply and find out more.

• Use a coupon with a Freepost address, or include a Business Reply envelope or reply-paid card.Call Royal Mail on 08457 950950 or visit www.royalmail.com for further information.
• Always give a telephone contact point to encourage spontaneous enquiries.
• Include your email and website addresses.

5.6 Provide an order form that is as large and attractive as possible.

• Repeat your main points, so the form can still clinch sales, even if it gets separated from the pack.
• Make the instructions clear and legible.
• Provide a faxback order form to encourage people to buy instantly by credit card.
• If possible, print the prospect's name and address on the form. This removes another barrier to response and guarantees you a complete, readable address to work with.

5.7 Offer as many payment methods as possible.

• Arrange to accept cheques and credit, debit and charge cards for small consumer or business purchases.
• Consider giving interest-free credit for orders placed before a fixed deadline.
• Offer existing customers their normal credit terms.

5.8 Make the most of the envelope.

• Use a short message - printed, franked or even rubber stamped - to build interest in the offer inside.You should usually repeat or build on this message as the headline for your letter.
• Handwritten envelopes are always opened. If you are a small firm, mailing a small consumer list, consider writing envelopes by hand and using stamps instead of the franking machine.