In the 1800s, an idea emerged from Sir Arthur Thomas Quiller-Couch that there are really only 7 basic story plots that are just retold in thousands of different ways. In similar fashion, there are also thousands of different direct mail packages, all sharing many of the same basic elements, from headlines to calls to action. Every day, we analyze and manipulate each of these components in an effort to maximize the impact of our client’s direct mail marketing. Over the next few weeks, we’re going to take a dive into each of the core elements in a direct mail letter, look at some examples and provide some insight on ways to connect with your audience and boost response. Let’s begin with the most essential of essentials.
History Lesson: The headline started merely as a way to separate different blocks of information in early newspapers. As the news industry changed, headlines became more about grabbing attention and highlighting the main point of a piece.
Whether it’s on the outer envelope, a letter or an insert, headlines used in direct mail serve the same purpose as those in today’s newspapers—grab attention and embody the main point. And since they present the very first impression to a consumer, headlines require a lot of thought and are often considered the most important element. No pressure!
The multi-purpose nature of headlines can make them challenging to write. But when done well, the response rate will be worth it, as one of our clients saw when they A/B tested an outer envelope (OE) headline and saw response had more than tripled with a different line. A lot rides on this one little line, so luckily there are tried and true formulas you can follow to hedge your bets. And because every mail package has at least one, you may as well get cozy with them.
History Lesson: Inspired by 19th century novels whose chapters were accompanied by brief summaries, copywriter Frank H. Johnson felt that his direct mailpieces would also benefit from a quick rundown of the highlights.
In Direct Mail: The Johnson box hangs out above the letter’s salutation and, despite its name, does not need to be placed in a box. This little section very briefly pitches the product or service offer upfront, ideally in 1 – 2 lines. In doing so, the recipients will either be interested enough to continue to the letter, or at least be left with an understanding of the benefits they can get and how to get them.
Research has shown that adding an effective Johnson box can boost response rates by up to an average of 40%. It’s no surprise then why most marketing letters and email campaigns incorporate this element.
History Lesson: According to Usabilla, wartime propaganda is one of the oldest forms of CTA. Using language appealing to and manipulating audience emotions, propaganda incited movement toward a cause.
In Direct Mail: CTAs in direct mail are just as the name suggests—a call-to-action. Often written along the lines of “Sign up today!” or “Order in 3 Easy Ways,” they point to what the reader should do and how and when. They are accompanied by phone numbers, URLs and/or mail-back cards so the reader can take the action and, ideally, become a customer.
While most other elements in a direct mail package are either informational or credibility-builders, a CTA is the direct link between audience and offer. This is why including a powerful CTA is crucial. Since the effectiveness of the CTA rests a lot on the appeal of the piece as a whole, some may not put much care into crafting their call-to-action. But ConversionXL found that the average response rate just about doubled when A/B tests yielded significant results for digital CTAs, which serve the same purpose as in printed mail. And that’s a figure that makes familiarizing yourself with how to construct an effective CTA is worth the effort.
From P.S. lines to testimonials, there’s plenty more in the direct mail toolbox to investigate, but only so much room in one post to explore! Stay tuned for more insights, stats and history lessons on the industry’s most-used mail components.