How (and Why) Shorter is Better in Direct Mail Marketing  

Team Frank

Are you questioning the effectiveness of your direct mail marketing campaign? In today’s digital world – where the average consumer is exposed to upwards of 1,500 messages per day – don’t be convinced you should switch gears and drop direct mail from your overall marketing mix.

We’ve already explained why direct mail marketing is far from dead. In fact, it continues to be a viable force in connecting with your target audience through tangible methods, getting your message into the right hands at the right time.

With the sheer amount of media channels and ad messages we are exposed to daily, your direct mail approach needs to adjust to today’s distracted and “always-on” consumer. If your direct mail pieces involve long, wordy sentences and paragraph upon paragraph of complex information, maybe you should switch things up a bit — but perhaps not in the way you think.

Why Short Direct Mail Copy Works

Here’s the argument for short, to-the-point copy in your direct mail campaigns. You know that today’s reader expects instant gratification. We want information fast, before moving on to the next thing. That’s why the best blog posts and web copy are concise and easy-to-read. Today’s effective direct mail takes its cue from the same playbook, crafted from short, compelling sentences, clear headings and descriptive bullet points.

Why does this method work? Because when your reader picks up your letter or mailer, the recipient will briefly skim its contents to see how it’s relevant to him or her. When the main points of your copy are well-structured and succinct, you paint a vibrant picture. Plus, with clear, concise copy, you have a greater chance of piquing the reader’s interest so your specified call-to-action hits home.

Tips for Writing Short, but Effective, Direct Mail Copy

If we’ve persuaded you to cut back on lengthy direct mail letters, use the following formula to ensure your message hits home:

  • Avoid long paragraphs
  • Maintain a simple sentence structure
  • Get to the point early on – don’t assume readers will make it to the end
  • Use rich, illustrative sub-headings for quick scanning
  • Repeat your call-to-action throughout your copy so the message sinks in
  • Make bullet points action-oriented while emphasizing your benefits or features
  • Generate a sense of urgency for the reader to act on your message
  • Opt for a compelling angle, such as “Insider Tips” or “How to Make Six Figures”
  • Leave breadcrumbs that promise to reveal information that will only be provided after following your call-to-action

Composing your direct mail copy with these core features will increase readability and significantly improve your chances of getting readers to take the next step.

Keep in mind, short copy is particularly effective when you are seeking to generate leads using a call-to-action that motivates your reader to visit your website or complete a form for more information.

The bottom line, using short copy to get a reader’s attention and drive traffic to your website for more in-depth information about your products or services is a win-win strategy that consistently delivers proven results.

For more information about direct mail marketing, contact The frank Agency today!

Category: Direct Marketing
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