In four pages a marketing campaign direct mail letter tool is discussed in terms of how to achieve writing effectiveness. Three sources are listed in the bibliography.
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then to read, the letter. These are two separate stages as opening the letter, and a recipient seeing advertising literature may be prone to throwing it away without even reading
it. Therefore, for a direct mail to be effective there is initial barrier and resistance to junk mail that will need to be overcome. It should also be noted that
there are also a number of the population that enjoy receiving direct mailings. Indeed, many would prefer to receive direct mail than a telesales call (Lavin, 1996). Indeed, in a
survey in Northeast Ohio it was found that 44.8% executives preferred a mail only contract, and only 15% preferred telesales (Lavin, 1996). The first issue for direct mail has to
be the attraction of the envelope, if it is plastered with images, whilst attracting come readers it may deter others, appearing tacky and obviously junk mail. Therefore, the target market
needs to be considered and the type of packaging needs to be targeted at this audience. One the envelope is opened the beginning paragraph is the most important part
of the letter (Westphal, 1998). There needs to something in the paragraph to get the attention of the reader, to pique their interest and to hook them it wanting the
read the entire letter or presentation (Westphal, 1998, Friese, 1998). Commitment to read the rest is gained during this first paragraph (Friese, 1998). There are several techniques that are used,
the use of story telling or using an advantage of the product may give a more enticing proposition to read (Westphal, 1998). The use of the word you in the
first paragraph gives the reader a more personal interest, whereas words such as we or I are guaranteed to lose most of the interest that may be generated (Friese, 1998).