Get to the Point: Why Less is Sometimes More When it Comes to Your Direct Mail Pieces

Providing customers a tangible sense of the products and services you offer, direct mail campaigns have long been an indispensable part of any solid marketing strategy. For all their proven success driving sales generation, strongly targeted mailing pieces can be difficult to create.

One of the biggest hurdles marketing professionals face on this front is a tendency to delve too deeply into the subject matter for which they have a passion. Proving you are an expert on your product is important, but better reserved for face-to-face discussions on the sales floor or in your office. When it comes to crafting a direct mailing campaign, it is usually a good idea to KISS – keep it short and sweet.

You have probably heard the old adage before, but how exactly does it apply to branded mailings? Put yourself in the customer’s place for a minute. You’re sifting through your mail after a stressful Wednesday when you come across something that looks more like the Epic of Gilgamesh than a catalog – how likely are you to actually read it?

Not very.

In other words, a direct mail campaign virtually guarantees your message will get into the consumer’s hand, but not that they will actually read it. Keeping your pieces concise and to-the-point exponentially increases your chances of getting the customer engaged in your product.

The expert marketer achieves this by limiting their mailings to three key areas: what their product does, why it is better than the competition, and a call to action. With an efficiency of language in mind, you should strive to limit each of these points to a few punchy sentences or impactful bullet points.

Keep these tips in mind, and you’ll see reader engagement skyrocket in no time at all.

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