In Part 1 of this series, we covered: “The Power of Direct Mail,” giving an overview of the five main types of direct mail marketing. In Part 2: “Types and Benefits of Postcards,” we looked at postcards specifically, while in Part 3: “Types and Benefits of Catalogs,” we looked at some best-use cases for this option. Here we’ll be taking a deep dive into letters and how to combine them with digital marketing for maximum ROI.
According to Mark Cartwright, in an article on World History Encyclopedia: “Letters and their delivery via a state communication system was a feature of many ancient cultures. The writing medium may have differed, but the Mesopotamians, Egyptians, Greeks, Romans, and Incas all had the means to send messengers and communications over great distances and do so relatively quickly.”
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.
Almost 200 years after our first Postmaster General focused on the logistics of his task, 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 when they sang “Please Mr. Postman”; the next year, 1962, the Beatles were mailing their love in “P.S. I Love You”; that same year—almost unbelievably—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.
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.
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.
To craft compelling direct mail letters, consider the following tips:
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:
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:
While many songs have been written about physical mail in our 21st century, the letter no longer carries the import nor holds the romance it did for composers 50 and 60 years ago; however, the tangible experience and personal quality of a physical letter remains potent.
Direct mail letters in business 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.
Vomela’s Essential Guide To: Direct Mail—A Powerful Marketing Tool offers further insight into harnessing the power of direct mail. Download.
Share This!
When the moment matters, every detail counts. Partner with Vomela to bring your brand to life with impact, precision, and lasting visibility.
Download the Deliver E-Book and start creating print programs that perform.
See how Vomela creates memorable moments for customers.
Talk to us — let’s bring your vision to life.