How to Design Your Direct Mail Ad to Get Responses

Target the right customers with your direct mail ad.

A direct mail ad can consist of several items, all of which are mailed directly to consumers. For example, you can use postcards to advertise your products or services. Another option is creating a sales letter, brochure and order form for inclusion in an envelope. You will also need to order mailing lists of customers who buy your types of products or services. You can order mailing lists from mailing list vendors you find online.

Things You'll Need

• Sales letter
• Brochure
• Order form
• Mailing list

Instructions

1. Target the right customers before writing your direct mail ad or package. Target people who typically purchase vitamins, for example, if you are selling vitamins, minerals or health food items. Ask your mailing list distributor the age of its mailing list, as you will likely have a better response rate with leads under 90 days old.

2. Create a postcard if you are just trying to garner leads. Write a two- to four-page sales letter if you want customers to order directly from your direct mail advertising package. Use the AIDA (attention, interest, desire, action) formula when creating your sales letter. Write a headline for your sales letter that attracts the attention of your target audience. Address your customer by name in the salutation to make the sales letter more personal. Create bullet points throughout the body of your sales letter, highlighting key benefits of your products or services. Sign your sales letter at the end, which enhances the letter's personal nature.

3. Create a brochure that includes features of your products or a list of the services you offer. Use glossy paper for your brochure, which will enhance the professionalism of your direct mail advertising package. Include full-color pictures of your products in the brochure, listing dimensions where applicable. Include the prices of your products or services in the brochure as well. Use a one-page brochure to keep your expenses down, but use both sides of the glossy paper if necessary.

4. Design an order form for your direct mail advertising package, which will make it easier for customers to order. Explain the ordering procedures on the order form. Instruct people to include a $49 check or money order, for example, along with 10 percent extra for shipping and handling. Add enough blank lines for customers to write down their names, addresses and ZIP codes on the order form. Use a pastel color like yellow or green for your order form, which will differentiate it from the rest of the mailing.

5. Test your direct mail advertising package with mailings of 500, 1,000 or 2,000 pieces. Calculate your profit from your test mailing. Increase your mailings to 3,000, 5,000, 10,000 pieces and more if the direct mail package is earning you a profit.

6. Include a postscript or "P.S." at the end of your sales letter. Allow customers to receive a discount like 10 percent off if they order within 10 days, for example. The deadline will force people to send in money immediately if they want the discount. Also try giving away a free gift if customers order within the 10-day time frame.

Tips & Warnings

• Use testimonials from satisfied customers in your sales letter. A testimonial is a positive comment from a customer about your products, and they can be effective in convincing customers to order your products. You will need each customer's permission before using names and comments in testimonials.

References

• U.S. Postal Service: Direct Mail
• Entrepreneur: How to Create a Direct Marketing Campaign
• Business Know-How: 8 Ways to Cut Mailing and Shipping Costs
• Small Business Notes: Direct Mail
• Gaebler: Customer Testimonials
• Dave Dolak: Advertising