Skip to content

March 6, 2011

3

9 Key Elements for a Successful Direct Mail Letter

by fnbrinc

Reading the MailThe content of a direct mail letter needs to be different than an ordinary correspondence letter. In fact, the only similar elements should be the salutation and the signature.

While it’s not necessary to have every element, if the letter is designed to sell rather than just convey information it should contain most of these elements.

The following are nine key elements to a successful letter.

  • The Headline focuses the reader’s attention on one or two quick benefits. It gives the reader a reason to continue reading your letter.
  • The Opening is the first sentence or two after the salutation. This is the place to state how your product will fulfill the reader’s needs.
  • Offer Preview – after the opening, make a brief reference to your offer. For example “Enjoy it for FREE, without obligation.”
  • Sell Copy – after the offer preview, get right into the benefits that your reader will realize when he/she tries your product.
  • Use Sub Headers when introducing new thoughts. Avoid having wall to wall text and use short sentences and short paragraphs.
  • The Offer – once you have fully described the benefits, let the reader know how they can acquire your offer NOW. When appropriate, use an expiration date.
  • The Guarantee – offer a guarantee in a positive light, such as “Risk Free” rather than “Full Refund If Not Satisfied.” People are more apt to try a product from a company that stands behind their product.
  • The Call to Action – ask the reader to respond right now before this offer expires.
  • The P.S. – after the signature add a P.S.  After the headline and first sentence, the P.S. is the most read part of the letter. Use this important space to repeat a key part of your letter.

The goal behind any direct mail letter is to Get Attention, Produce Interest, Encourage Need and Prompt Action. This can be achieved by using the above guidelines.  As always, the FNBR staff is available to help you design a winning letter campaign.  Feel free to call us Toll Free at 888-988-8148, visit www.fnbr.com or email us info@fnbr.com.

3 Comments Post a comment
  1. Aug 30 2011

    But what about the envelope? And the order form?

    Reply

Trackbacks & Pingbacks

  1. The Power of the P.S. | FNBR Marketing Blog

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Note: HTML is allowed. Your email address will never be published.

Subscribe to comments

%d bloggers like this: