Any direct mail program starts with two basic components - a message and an audience. What are you trying to say and to whom are you saying it?
First the audience. Who are you trying to reach? What common traits and characteristics does the audience share? For example, paint companies looking for new customers could reach all the painting contractors in Brooklyn by sending a direct mail piece to every address in New York City, but they would waste postage on a lot of unqualified prospects. Targeted direct mail, on the other hand - both postal and electronic - reaches a more select audience
What is the message you want to send to your targeted mailing list? Every message is
different, but effective direct mail copy contains a few universal elements.
The Acronym D-I-R-E-C-T describes what you need to consider:
Direct. Tell the most important message first.
Insight. Do your homework and know your audience.
Respect. Be respectful in tone and content. Don't insult or intimidate the reader.
Educate. Be informative. Share knowledge and communicate value.
Creative. In print, use graphics, photos and colors to highlight your message in printed
material. Online, communicate with quick-loading content.
Think Ahead. Anticipate the reader's questions and answer them in your message.
