Direct Mail

8. What to Mail

Look through the direct mail you receive each week and learn from other people's mistakes.

Which envelopes do you open? Which letters do you read? Which do you reply to? Why?

Your mailshot must be bright and easy to use.

8.1 Do not waste the envelope.

• White envelopes are smart, but cost more.
• Hand-writing envelopes usually guarantees they are opened, but is time-consuming.
• For larger mailings, a message on the envelope (eg 'free gift') can work well.
• Put your return address on the back of every envelope. This allows you to update your database if letters are returned.

8.2 Your letter should be written using the same techniques as an advertisement:

• Try to find an attention-grabbing headline.
• Offer a benefit in the opening paragraph.
• Tell a clear, simple, convincing story.
• Finish by prompting the reader to take action, and explaining how to do it.

8.3 Personalising a mailing, automatically or manually, will often boost response rates.

Use the target's name, rather than 'Dear Customer'. If possible, personalise the item in more than one place.

• For a letter, the ideal is to write the name in by hand and sign the letter yourself.

8.4 Think about what enclosures to include.

• Whatever else you send, do not forget your brochure and your price list.
• Pictures of your products can answer a lot of the potential customer's questions.
• Data sheets will help convince buyers.
• Copies of press cuttings and customer testimonials will give you credibility.
• Consider some form of special offer. This should be for a limited period, and include relevant terms and conditions.
• Include an order form and a mechanism to make replying easy. A Business Reply envelope or card, or a Freepost address, will increase response. A Response Services Licence (£57) allows you to use both services. The only extra cost to you is the postage on the replies you receive, plus a small handling fee. A freephone number is more expensive. Charges may vary if you use your own number.