Part 4: The Power of Direct Mail—Singing the Praises of Letters

Who doesn’t love the letter?

According to Rebecca Sundqvist, in an article on HIVED , “parcel delivery or mail couriers have existed since the earliest civilizations. There's evidence of remarkable postal systems in ancient Persia, India, and China. The very first traces of mail can be found in Ancient Egypt around 2000 B.C. The postal service was exclusive to the pharaohs who used couriers to send out directives throughout the state's territory.” Fast forward a few thousand years to the U.S. in 1775, and we find Benjamin Franklin appointed as our first Postmaster General and the U.S. Postal Service began. No Pharaonic directives, but the very beginnings of. . . wait for it: Direct Mail.

Letters have been flying around this earth for a long time. Then, almost 200 years later, the romance of the letter appeared to the muse of songwriters in the 1950s and ‘60s. Everybody in pop music was either sending, getting, writing, or waiting for letters. Mail was all the rage on the music scene.

There was Perry Como and Martha Davis in 1956 with “I’m Gonna Sit Right Down and Write Myself a Letter”; in 1961, the Marvelettes were hoping for a letter then they sang “Please Mr. Postman”; the next year, 1962, the Beatles were mailing their love in “P.S. I Love You”; that same year, Elvis was getting his love letters sent back in “Return to Sender”; a decade later, R.B. Greaves used a dictated letter to start a new life in “Take a Letter, Maria”; and finally, at the end of the decade, Joe Cocker was goin’ home to his baby when he covered the Box Tops “The Letter.”  

The power of the letter, of course, transcends music and love. Direct mail letters have been a staple in marketing for decades, offering a physical connection with customers that digital marketing often lacks. As businesses strive to stand out in our ever-more digital world, direct mail letters provide a unique opportunity to engage and build meaningful relationships with their audience. Here’s a look at some of the main types of direct mail letters, their benefits, and how they can be effectively used in marketing campaigns.

Introduction to Letters

Direct mail letters are the purest form of personalized communications sent directly to a recipient's mailbox. They are a crucial part of direct mail marketing. Direct mail letters are particularly effective because they offer a personal touch, often leading to higher engagement compared with digital communications.

Types of Letters ‍

Sales letters are designed to persuade the recipient to take a specific action, such as making a purchase or signing up for a service. They highlight the benefits of a product or service and often include a call to action (CTA).

Promotional letters are used to inform customers about special offers, discounts, or upcoming events. They aim to create a clear-cut sense of urgency and encourage immediate action.  

Informational letters provide valuable content for the recipient, such as industry insights, company news, or education of appropriate topics. They are not directly sales-focused but aim to build trust and credibility and have recipients see your brand as a partner and subject-matter expert.

Thank you letters can be sent to express gratitude to customers for their business. They help to strengthen relationships and can lead to increased customer loyalty.

Operational mail includes transactional and administrative communications, such as billing statements, account updates, and appointment reminders. While not primarily marketing-focused, they offer an opportunity to stay in touch with customers and reinforce brand messaging.

Crafting Effective Content for Letters

To craft compelling direct mail letters, consider the following tips:

• Personalization: Use the recipient’s name and tailor the content to their interests and needs. Personalization increases the relevance and effectiveness of the message.

• Compelling CTA: Clearly state the call to action for the recipient. Use strong, action-oriented language to encourage immediate response.

• Value Proposition: Highlight the benefits and unique selling points of your product or service. Explain how it solves a problem or improves the recipient’s life.

• Engaging Copy: This is a personal letter, after all, so write in a conversational and engaging, yet professional, tone. Use storytelling techniques to capture the recipient’s attention and keep them interested.

Design Considerations for Letters

The design of your direct mail letter is just as important as the content. Here are some design tips to consider based on our years of experience creating, printing, and sending millions of direct mail letters for customers:

• Professional Layout: Use a clean and professional layout with plenty of white space. Avoid clutter and be sure to choose a typeface for the text that is easy to read.

• High-Quality Graphics: If graphics are incorporated, be sure they are of high quality and they support your message. Visual elements can enhance the overall appeal and impact of your letter.

• Consistent Branding: Make sure all letters align with your brand’s visual identity, including colors, fonts, and logo. Consistent branding helps to reinforce brand recognition.

• Personalized Elements: Use variable data printing to personalize elements such as the recipient’s name, address, and even images based on their preferences.

• Don’t Forget the Envelope: Make a great first impression but creating a stand-out envelope. Why not add a note on the envelope that appears to be handwritten, or include a window to reveal a sneak peek to what’s waiting inside? You can include a foil stamped element, a metallic sticker, or use a custom-textured or -colored envelope with your brand design or colors to really catch the recipient’s attention.  

Combine Letters with Digital Marketing

Integrating direct mail letters into your overall omnichannel strategies can amplify the effectiveness of both the digital and the physical. Here are just a few of the ways to combine the two:

• Multi-Channel Campaigns: Coordinate your direct mail efforts with email marketing, social media, and online advertising. Consistent messaging across channels reinforces your message and increases touchpoints.

• PURLs (Personalized URLs): Include personalized URLs in your letters that lead recipients to a customized landing page. PURLs make it easy to track responses and gather data on recipient behavior.

• QR Codes: Add QR codes to your letters that recipients can scan with their smartphones to access digital content such as videos, special offers, or event registrations.  

A Powerful Marketing Tool

While a few songs have been written about physical mail in our 21^st century, the letter no longer carries the import nor holds the romance it did for composers 50 and 60 years ago. Direct mail letters in business, however, remain a powerful tool in the marketer’s arsenal. By understanding the different types of letters and their benefits, crafting compelling content, and integrating direct mail with digital efforts as part of an omnichannel strategy, brands can create impactful and effective marketing campaigns. Whether you are a marketing manager, entrepreneur, non-profit organizer, or retail business owner, mastering the art of direct mail letters can help you connect with your audience in a meaningful way and achieve your marketing goals.

For more resources and information about direct mail marketing—including letter design templates, and case studies—visit: EDDM, Direct Mail for Healthcare Payers, Direct Mail for Healthcare Providers, Direct Mail for Non-Profits, and Letter Personalization with Variable Data Printing.