What Messaging Works for Direct Mail?

Direct mail marketing will have multiple focus areas; therefore, occasionally not enough time is spent on its messaging. All too often, marketers quickly try something while not thinking it completely through. Similar to the designer taking time to lay the art out, you must take time to lay the message out. Fully vetting WHAT you say, as well as HOW you say it, is critical. To have direct mail messaging be effective there will include some things you ought to take into consideration.

It is the little things which make a big difference as it’ll come to delivering clicks, visits and calls to your website or store. As rolled into an impactful marketing message, even the smallest of design elements and copy can assist in increasing or squelching results. Your response will depend on those details. Below are ideas for improving direct mail messages:

Present Perfect

Utilize present tense verbs in the headlines, subject lines, bullet points and body copy. And why? Immediacy will encourage reader engagement, and engagement will lead to action. It is the difference between: You receive 3 free gifts and you will receive 3 free gifts. Look slimmer in six days and you will look slimmer in six days.

Not Too Wordy

The simplest method of getting your piece of mail tossed in the trashcan includes putting too many words in it. Consider methods of conveying your message with less words. Italics and bolding, color text, and bullets all can assist in highlighting the most crucial words. The ‘keep it simple stupid’ (KISS) technique is best.

Link Up

Imagine online links as response devices that are similar to toll-free numbers or business reply cards. Links permit readers to respond instantly, therefore, make them easily findable and rewarding to use. Utilize both text links, as well as buttons which appear like buttons to link over to trackable registration forms and landing pages.

Repeat Message

The more times the recipient views the same exact message the better it will be remembered. They’re then more than likely to respond. One other advantage of repeating a message is that the more often they’ll see or hear it, the more they’ll trust it.

Focused Theme

With direct mail, it’s vital that you coordinate the message, the artwork, the design and the audience together in order to form the theme. As any of the above is out of alignment it’ll detract from the message, confuse recipients and the direct mail will end up in the garbage.


People love rhyme. It is fun to read and easy to remember. As your message rhymes, it’ll resonate more with a recipient. Have a bit of fun with the messaging. Here’s the best part about rhyme: you may subliminally coax individuals with the message.


A brand will be how individuals identify you. If a message conflicts with a brand people won’t believe it. They won’t trust the message and might even become angry about it. Take some time to develop the message to the brand.

Think back to the last piece of direct mail you received and actually looked at. What was it about that messaging that intrigued you? You can usually pin point a couple of key words which stuck out. Using those details, how might you personalize your message and do the exact same thing? What words stand out to them and grab their attention?

All of the words you put on the piece of mail must work together toward the goal. Is the goal for them to go to your website? Visit your store? Contact you by phone? Something else? As you have a definite goal it’ll make it simpler to craft the message. Not all mailings will have precisely the same goal, thereby, be certain that as you carry messaging over from additional campaigns that you edit it carefully to fit your new objective.

Keep in mind that recycling the message from prior campaigns is great for recognition; therefore, you want to do it. Just be certain that as you do, you’re incorporating it well into your new campaign. A few words will have to be changed and you might have to highlight various key words. Crafting the messaging can really be fun; therefore, take the time to get creative and inspired.