Taking directions for direct mail isn’t like using MapQuest for your summer vacation – there aren’t specific directions to take you where you want to go. Instead there are elements that should be incorporated to make your direct mail piece work effectively. Remember even with the greatest mailing list, a direct mail piece lacking certain elements and without direction will only lead to one place, the trash. If done properly your direct mail piece will stand out among the millions of pieces of mail sent every year.

What’s the first thing people look at on a direct mail piece? The headline. Without a strong headline everything can become confusing. Make sure your headline delivers the message at the heart of your piece with big bold letters that won’t be lost within your copy. Your headline should take up at least 15-20 percent of the front of your direct mail piece.

And now that you have their attention, keep pulling them in with a subhead that leads into your copy. A subhead can add that small incentive your reader may need to continue. A subhead is especially helpful when you have more than one paragraph, giving your reader a place to begin.

Once your reader has made their way into your copy, spell out the benefits of your product or service. Many marketers make the mistake of only listing the features, but not the benefit. A correct example would say “the car has 270 horse power (feature), giving you superior acceleration to get on the highway (benefit).” Some readers may not know what horsepower is, but the benefit can explained. Don’t assume that you reader will associate your features with your benefits, no matter how obvious it is.

Now that they know what your product can do for them, give them an offer to get them to act. An offer can be “while supplies last” or “limited time offer.” Then close with a call to action, to tell them what to do, like “call now” or “check us out on our website.”

And whatever you do, do not forget your contact information and return address. Now that they want to act, give them a place to go. Include your name, phone number, website, and mailing address. Having a permanent mail address will give your reader confidence in your company, knowing that there is a real person they can visit.

Now that you have the “directions” for direct mail, it should be easier to craft an effective piece. If you feel you might have taken a wrong turn, you can always reach our experts at Kopytek who can surely point you in the right direction.