Tips for Compelling Mail

Use your own list

Your own list of customers and prospects who know you and have previously responded to your advertisements will generate a much greater response. Update your list frequently with changed addresses.

What is in it for the reader

What excites you may not be what resonates with your audience. What’s most important to your reader isn’t your product or service; it’s how that product or service improves their life. Talk in terms of their interests to generate a higher response rate.

Personalize your message

Past customers won’t need the same message as potential clients who have never dealt with your company. The more relevant the message is for your intended audience, the better your response rate.

Get past the recycle bin

To get your direct mail piece past the shredder and into the right hands:

  • Address to a specific person, not just a job title or occupant.
  • For business mail, use a standard size envelope and make it look like personal correspondence as much as possible.
  • Also for business mail, try using language like “Requested Information Enclosed” so it looks like the addressee is expecting it.
  • Using a stamp usually increases response.

Make it easy for the recipient to respond

Many mail pieces have gone out without complete contact information. Make sure to include your phone number, website address, email address and any other way your want to interact. And if people contact you, make sure you get back to them right away.

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