WIN NEW BUSINESS

(Usually envelope only or letter 150+ words)

‘Less than one in 100 recipients will throw away a hand-addressed letter without opening it. If you want to get the word out about a special offer, a new product, or the grand opening of a new store location, this is the route to take.’

From ‘How to “Win” with Direct Mail Marketing’ – Predictable Profits


Cold Letters (no previous contact at all)

  • A great way to get attention and remain in memory for longer
  • The handwriting will get your letter opened (humans are instinctively curious aren’t we?!)
  • Your copy is very important.
  • Make sure you’ve made you contact details clear
  • If you don’t get a response within a few days you need to follow up… mentioning your handwritten letter in the subject line of a follow up email or call will stir a memory
  • It’s preferable to write to an individual so that you can follow up with the person who actually read it and therefore who you’ve already made a connection with
  • The receiver will often talk to others about receiving a handwritten letter so you are marketing to a wider audience than you think
  • Send a series of simple follow up handwritten cards / postcards, strategically timed so that you remain in consciousness and grow your relationship

Optional: Include an incentive to take action (eg voucher, entry to an event, gift – ‘lumpy mail’)

Warm Letters (eg to someone you chatted with at an event)

  • A great way to get attention
  • A powerful way to strengthen a connection and begin to build your working relationship
  • Use digital communication to touch base as well
  • Don’t be pushy, be decent and interested. Just grow the relationship and be patient. This person may not need your services or product right now but they may in the future and know others who do. They will champion you if they like and respect you and what you are offering
  • The receiver will often talk to others about receiving a handwritten letter so you are marketing to a wider audience than you think
  • Send them a series of follow up handwritten cards / postcards, strategically timed so that you remain in consciousness and grow your relationship

Optional: Include an incentive to take action (eg voucher, entry to an event, gift – ‘lumpy mail’)

Find out how it works, pricing, or interesting resources about direct mail.

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