Join Trish Witkowski for an in-depth discussion in this video The direct mail letter, part of Learning Direct Mail Strategy.
…For direct mail, sending a letter can be very effective.…The most effective direct mail sales letters are…not just business letters printed on corporate stationery.…The standard business letter format is great for more formal…types of correspondence, but for direct mail, it's a major yawn.…People in the know about mail send what's called a sales letter instead.…There are well tested components and techniques that are…commonly utilized to give the sales letter its power…to sell.…Direct mail letters should have a lot of visual texture to keep the reader…interested and to draw the eye to the nuggets of gold in the copy.…
Use of underlining, bullets, varying indents, pull quotes, italics…and subheads all create interest and break up the monotony.…The Johnson Box, or eyebrow, is placed at the top of the page,…and highlights the offer or strongest benefit to set the tone for the letter.…Additionally, sales letters always feature a P.S. note that reinforces the offer.…When it comes to putting your offer into words, here…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 57m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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