Vol. 5 No 4

Vol. 5 No. 3

7 tips for better direct mail letters

Postal news briefs

A personalized laser letter will usually beat a generic letter for readership and response. But what if your budget won’t allow for laser printing? What if your list is not clean enough to trust the accuracy of a Dear John salutation? Here are some tricks that will help a generic letter appear more personal.

1. Use an exact date - A specific month, date and year makes the letter look personal and more like First Class mail. If unsure of the mail date you can simply put the word "Monday." Try it.

2. Personalize the salutation (without a name) - Dear Skiing Enthusiast. Dear College professor. Dear Chevy Owner. This tells the recipient that you know something about them and maybe share an interest.

Non-machinable surcharge

Lettersize mailpieces that are not automated compatible will be assessed an additional fee. The surcharge applies to both First Class and Standard Mail. The surcharge is $0.12 for First Class single piece, $0.04 per piece for Standard Mail pieces and $0.02 per piece for Non-profit. A non-machinable letter now costs about 50% more in postage than a properly barcoded letter!

Barcode required for ECR letters.

A barcode is now required for Enhanced Carrier Route letter-size pieces. This applies to the high saturation resident/ occupant mailing lists. The mailpiece must meet all machinable standards including tab sealing for selfmailers.

3. Indent all paragraphs - This makes text easier to read. It looks friendlier too! Tests have proven this to be effective.

4. Keep paragraphs short - Format each paragraph for seven lines (not sentences) of copy or less. Short paragraphs are easier to read.

5. Close quickly - Summarize the offer, ask for the order and shut up!

6. Sign in blue - Include a signature. Pre-print the signature in blue ink. Pay the printer a little extra for this spot color. It helps.

7. Always use a P.S. - It’s a fact that 80% of people will read the postscript before they read the letter. Reinforce the offer with a guarantee or a bonus in the P.S.

Try these tips and start writing more effective direct mail advertising.