3 Direct Mail Copy Tips | DMA

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3 Direct Mail Copy Tips


Direct mail lives or dies by its design. You need to craft a campaign that is not only compelling and enticing, but that looks great too. To help your campaign stand out from the crowd, we've pulled together three top tips for direct mail design:

1. Make it easy to read
If you want customers to read your copy, you need to make it easy for them. Too many direct mailings have too much jargon and business terminology, and that just turns readers off. Your copy needs to be accessible for all of your customers, so keep that in mind when you're drafting it.

However, making your copy easy to read isn't just about the words you use, it's also about how it looks. Break up your direct mail copy into short, snappy paragraphs, with clearly defined gaps between them, and make sure you add enough images to balance out the text. If your direct mailing has too many big blocks of text, it will overwhelm your reader, and they aren't likely to read it for long.

2. Tell a story
It's important to keep your reader interested right the way through your direct mail copy, and a great way to do this is to tell a story. It could be the story of your business, a product or service, or the story of a loyal customer that loves your product, but whatever it is you need to make sure you tell it right. The best way to keep your audience interested is to make it emotive, informative and gripping all at the same time. Think of it like you're writing a short story, but make sure you keep focused on selling your product or service. .

3. Add some humour
Too many businesses are afraid to add humour to their direct mail copy, but it can be very effective. You've probably used humour in some of your social media marketing copy, so do the same for your direct mail. It's a great way to engage your customers, keep them reading, and strengthen your brand.

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