Direct Mail:
Direct Mail
Direct Mail is a letter, or combination of letter and promotional ‘piece’, that is personally addressed to the recipient. 86% of people are likely to open an envelope that is addressed to them. This statistic presents a huge opportunity to connect one-on-one with new or existing customers.
One of the most important components of Direct Mail is the cover letter, which must be considered an intimate, one-on-one conversation between you and the reader. The cover letter gives you the greatest opportunity to discuss your message, gain the trust and understanding of your reader and provide a call to action. It is usually where you make the most impact with the customer.
In addition to a well written, engaging cover letter, Direct Mail can connect on a number of other sensory levels. Direct Mail not only impacts visually, it is very tactile through the quality of paper, interactive pieces which can utilise pop-up mechanics, scratch ‘n smell, sound units, and even product samples. All these components can be used to engage the reader and provide an enormous amount of information – more than most other media types.