Change direct mail tactics by sending personalized letters
A recent Forbes article says a simple written letter may be able to improve business operations and appeal to target audiences.
However, sufficient thought must be put into a letter campaign and the potential recipients must be carefully considered - even more so than with a direct mail postcard or brochure campaign. Lois Geller, a direct marketing expert and Forbes contributor, recommends businesses follow a few basic guidelines when sending letters as direct mail:
- Consider hiring an outside writer or editor to ensure letters are error-free and written in a friendly, casual tone free of industry jargon. If letters are too wordy or difficult to get through, people may be less likely to read them.
- If a letter incorporates a sales pitch, give the recipient a reason to continue reading. The same goes for letters to former customers telling them their business is missed.
- Like most direct mail tactics, people are more likely to respond or even read a letter if it could benefit them. Geller suggests enticing people by offering a freebie or discount to those who respond to the letter or become a customer.
Companies that decide to send personalized letters to targeted recipients want to be sure valuable time and resources don't go to waste if addresses are outdated or incorrect. Using address validation software can ensure missed errors don't prevent letters from arriving in the mailboxes of all intended customers.