All types of organisations.
What is it?
- Direct mail letters are a popular medium for reaching large numbers of named individuals.
- You can reach your audience either through e-mail or with traditional mail.
- Direct mailing can be a cheap and fast way to reach your target group.
- We all receive numerous emails and letters each day. You run the risk that your mail will not be noticed or even classified as junk mail or spam.
Distribution of mail
- In the workplace you can use the internal mail system.
- If you don’t have your own database of external names, you can easily buy a list from a marketing or direct mail specialist in your region.
- To target a sector, a trade association may let you use their mailing list.
- Trade unions, employers’ associations, etc. may also be willing to include your information with their regular mailings. Nevertheless, collect contacts, business cards and build your own mailing list.
- Address your letter to a named individual.
- Remember to update your mailing list regularly to avoid a situation such as sending a mail to a Director who is no longer in that position.
Document content and layout
- Highlight key sub-messages with italics or sub-headings. Or break them out with bullet points to help readers scan the letter quickly.
- Research has shown that people nearly always read the PS in a letter:
- Use this as your ‘call to action’
- Remind readers what you want them to do, why and when.
- Your heading should incorporate your main message or ‘sales’ proposition.