How to write a direct mail letter

  1. Pitch to the right audience Your product or service needs to match the needs of the recipient. It’s no good offering car insurance to someone who doesn’t have a driving licence. Royal Mail offers a wide range of reliable Data and Targeting services to help you reach the right customers.
  2. Know your audience This will not only help you target your letter at the right people but will inform your tone. While a tongue-in-cheek, humorous approach may work in promoting a product or service to a young consumer, selling to a business manager requires a more authoritative and sophisticated voice.
  3. Don’t waste their time Less is more. Let the person know exactly what’s on offer right away. Be clear and concise throughout, or you risk losing their interest.
  4. Focus on benefits You may be very excited about your product’s features but customers want to know how it will improve their lives. So, for example, if you’re promoting a new mobile phone, talk about the features, but present them as ‘end-user benefits’.
  5. Talk to the reader Make it personal by putting the recipient’s name at the top of the letter. ‘Dear sir or madam’ is not going to elicit the same response as a personalised letter. Keep the tone friendly and conversational but don’t stray into the over-familiar, especially if you’re targeting business people.
  6. Limit yourself to one page Say everything you want to on one page and avoid huge blocks of text. Stick to short paragraphs and bulleted/numbered lists.
  7. Include a call to action Every direct mail letter should include an all-important call to action. This should be prominent and feature some sort of incentive for the reader to get in touch. It could be a deadline-related offer or a free consultation.
  8. Use testimonials The best recommendation for your product or service comes from satisfied customers, so try to include at least two authorised testimonials. This lets your reader know that what you’re offering has been tried and tested, and that it works.

For more useful information to help your business grow, visit www.royalmail.com/smart, or call its Business Centre on 08457 950 950.