20 ways to increase sales with direct mail letters
Are you thinking, ‘How can we get more sales?’, ‘How can we launch a new product?’ or ‘How can we remind old customers we exist?’
Follow our tips and you really will increase your sales with direct mail letters.
1. Adapt your letter-headed paper
If you’re using company letterhead for direct mail then adapt it to your requirements. The company name and selling benefit should stand out. If you want people to email you, then the email address should stand out. If you want them to phone, then make the phone number prominent.
Use the footer as a place to increase sales by drawing attention to a trade association or quality control mark. Make legal information as small as possible.
2. Include postal replies
Do you want potential customers to reply by post? Include a pre-paid envelope.
3. Increase sales by writing long direct mail letters
4. Adopt a friendly tone
Address your letter to a known person if at all possible because it shows that you care who they are. Second best is to address them by their job or interest, eg. ‘Dear Dog Owner’. The worst salutation is ‘Dear Sir/Madam’.
Sign off in a friendly way. Instead of a secretary signing the letter on your behalf, sign it yourself. Include your Christian name and a friendly title. ‘Customer Services Manager’ says that your company cares about its customers.
5. Write powerful headlines
At the top of the letter write a headline that communicates the product’s main benefit. It gives the potential customer a reason to read on. Keep it clear and simple – think communication, not clever wordplay.
See our blog post, How to write headlines that sell.
6. Pique your reader's curiosity from the start
7. Use subheadings
Subheadings make letters digestible. Each subheading should sell the product.
Ask for what you want.
8. Don’t beat about the bush
9. Talk about the benefits of your product/service
10. Make it personal
11. Emphasise important points
12. Make sure the letter flows
13. Entice the reader to act
14. Provide reassurance
15. Write a PS
16. Make it a parcel
17. Include a reply device
Pre-paid postcards with tick boxes make life easy for potential customers. If you can print their name and address for them, all the better. Reassure people that a salesman will not call and that they are under no obligation to buy.
18. Provide an endorsement
Comments from satisfied customers go a long way as do market research statistics: ‘85% of our customers have used us for over 2 years.’ Always be truthful. Never be tempted to lie – to do so cheats your customers and undermines your reputation.
19. Involve the reader
20. Overcome objections
Would you like to increase your sales with professionally written direct mail letters?