Flyer marketing is a critically important component of a promotional plan, provided that it is done well. Successful direct marketing is more strategic than simply typing up a letter, addressing an envelope and adding a stamp.
It is important that direct mail is not junk mail. The distinction here is that direct mail is provided to the right person and is wanted. For a direct mailing campaign to be successful, it is vital to know the people to whom mail should be directed.
The letter that is sent should achieve maximum impact by being written as a dialogue between two people. Industry-specific language should be avoided. Paragraphs should be succinct and definitely of no more than seven lines in length. It is also helpful to use sub-headings to signpost readers.
In a direct mail letter, benefits should be clearly listed and easily understood. It is important to be clear about the difference between features and benefits and repeat the offer that is being made at least three times in the letter.
The ultimate goal of such a letter should be for recipients to respond to it in a positive way. The letter should stick out from all other direct mail received by clients. And so strategies that can be employed to successfully capture attention, stimulate curiosity and encourage them to take action should be used.
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