Is direct mail defunct? Hardly. The Data & Marketing Association reports that 56% of Americans consider it a “joy” to receive mail, and that up to 90% of mailers get opened. 

One popular, time-proven format is the classic letter-mail package. Follow these tips to help optimize each vital component. 

1) Outer Envelope. Getting readers inside is its only goal. But how? When targeting ideal prospects who likely understand your solution’s appeal, use a bold, provocative teaser and/or graphic. If you’re testing a new list and the appeal is less certain, arouse curiosity with a plain outer envelope. 

2) Letter. The heart of your package, it presents a compelling offer and speaks directly to your prospects’ interests or pain points. Besides great, conversational copy be sure to include a headline or “Johnson Box,” call-to-action, a guarantee, and P.S. that restates the offer or prime benefit. 

3) Lift Note. Include this short form insert to sweeten the main offer or address a reader objection. A simple, well-crafted note can boost or “lift” response rates by up to 50%. 

4) Brochure (optional). Formats can range from a folded one-sheet to a “Slim Jim” with multiple panels. Whichever it is, ensure that copy supplements support claims made in your letter. 

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