How to Write a Complete Direct Mail Package, Piece-by-Piece
Direct mail is a wide-open marketing medium. By that, I mean you don’t have the format limitations of other traditional media, such as print ads or radio spots.
Assuming you comply with basic USPS guidelines, you can create and mail just about anything, including as much information as you need.
However, creating a mailer can be a daunting task if you don’t have years of experience, so let’s take a quick look at the basics of writing and designing the granddaddy of all direct mail formats, the “classic” direct mail envelope package.
The underlying secret to this format is the principle of “divide and conquer.” That means when you’re creating a direct mail package, you should understand the purpose of each element and allow that element to do its particular job.
This is the distinctive feature of any direct mail package: an envelope that carries all the other elements through the mail. It’s called the “outer envelope” or OE to distinguish it from the “reply envelope.”
The appearance of the OE can be anywhere on a scale from plain, with little or no copy or graphics, to bold, with lots of teaser copy and images. Plain or bold is a strategic choice based on what you believe will get the most people to open the envelope and read the contents.
If you have a highly desirable product or service, and you’re sure the mailing list includes your ideal prospects, bold is a great way to go. Teaser copy and graphics can get people interested right away and set them up for the sales pitch inside.
But if you have any doubts about the product, the right thing to say or show, or your mailing list, it’s often a good idea to use a plain envelope. While it doesn’t help your sales pitch, it doesn’t hurt it either. And because it gives no clue about the contents, people have to open it to see what it’s about.