Direct Mail Basics

Crafting the Content

What is the message that you want to send to your targeted mailing list? Every message is different, but effective direct mail copy contains a few universal elements.

It's as simple as D-I-R-E-C-T:

D. Direct. Get to the point, and don't waste the reader's time. Tell the most important message first. Read How To Write Good Direct Mail for tips.

I. Insight. Do your homework, and know your audience. Don't try to sell denture cream to teenagers or peddle tractors to urbanites.

R. Respect. Be respectful in tone and content. Don't insult or intimidate the reader.

E. Educate. Be informative. Share knowledge and communicate value.

C. Creative. Use graphics, photos, and colors to highlight your message in printed material. Online, stick with simple text that transmits easily, and avoid bandwidth-hogging images or exotic typefaces.

T. Think ahead. Anticipate the reader's questions and answer them in your message.