Direct Mail Pieces

According to some sources, fewer than 1 percent of direct mail recipients become customers. So why do businesses continue to send out these pieces? Partly, the success of a direct mail piece depends on numbers. Attract 1 percent of two million readers to a $2-million service and you’ve made an impressive profit. The trick to these documents is flash — professional flash that promises a concrete, measurable result.

First sentence : Immediately show the reader benefits, using jazzy yet professional language.

Second and third sentences : Write an action statement to entice the reader. If you have a discount, free membership, or any other incentive, mention it here.

Body : Elaborate on your product or service, moving from one benefit to the next.

Conclusion : Mention enclosures and make future plans.

Dear Resident, For years, you’ve dreamed of it. A new career. A new life. And now, you can get it, thanks to City University’s new program for men and women over 40. Enrolling is easy — just call our 800 number and we’ll send an application form. Choosing classes is easy, too-one of our academic advisors will advise you on which of our 200 classes is right for your major.
Once enrolled, you’ll also find:
• Affordable classes. Whether you’re studying photography or world languages, our classes are affordable; in fact, they’re half the cost of most colleges’ normal day programs
• Flexible hours. We know most of our students work or raise families. That’s why we schedule evening and weekend classes and independent studies.
• Experienced teachers. All our teachers are full-fledged professors with at least five years’ experience.

Want to know more? Call our registration office today. Our number is 1-800-555-2436. Or visit our campus — we’re located on Broad Street, just a block away from the City Center subway stop. Sincerely,