Anyone can write, and many are pretty good at it too, but true copywriting is a skill, an art and absolutely critical to any direct mail campaign. As many people can write well, it is easy to keep the content creation in-house between the team, focusing more on what is being said rather than how it is being said. But, the importance of copywriting in direct mail can’t be understated, and we have examined this in more detail below.
Emails vs direct mail
The first aspect to mention is the overwhelming number of positive statistics that surround direct mail from the numerous studies that have been conducted. Statistics such as 60% of readers being influenced to visit a website after reading direct mail, or the 98% of people that check their mail daily.
Alongside this, people also concentrate more on physical hard copies over electronic copies. This means that your direct mail campaign is likely to get seen more than its email counterpart, and also that what you write in it has the potential to deliver more of an impact. Therefore, the importance of both what you say and how you say it is crucial.
It is important that the words you use in your direct mail deliver the right message
The value of well-written words
Words have the power to have a huge impact on whoever is reading it. It’s why we love and respond so well to short quotes that have real meaning behind them. The words that you use will directly impact the response that a customer has to your direct mail campaign.
If you use exciting and powerful words that inspire action, people will get excited about what you are offering and will want to buy it. Equally, dull words and a dull message will leave the reader feeling bored.
Good copywriting will tell a story, sell the brand, get readers excited and will leave them with absolutely no reason to not at least research your product or service once they reach the end of the direct mail.
Your words will also be a direct reflection on your brand and how people feel about it, so it’s important to get this right early on.
What else is important in a direct mail campaign?
Image Credit: Alvaro Serrano