Better, Tighter Direct Mail Copy

What’s one of the keys to creating great direct mail copy? Keeping it concise! 

Over the years, the amount of copy used in direct mail campaigns has dropped.  In fact, according to Who’s Mailing What!, a national database of direct mail, the amount of copy used in direct mail pieces has dropped by a whopping 62% over the past two decades. 

WMW! discovered this trend after analyzing its direct mail database for its “Top 21 Direct Mail Trends for 2021” report. It cites Amazon.com as a prime example: 

For years, [Amazon has] been mailing letters to remind Prime members that they’re entitled to watch Prime Video, but there’s a big difference in word count from 2014 to 2021 example. [In the 2021 piece,] you see... 

• shorter sentences,

• much smaller paragraphs, [and]

• a few bullet points.

  
  

This finding is consistent with what we are seeing elsewhere in the direct mail space. Shoppers or potential donors are busy, and they have limited time to read. Let’s be honest; most people are going to glance at their mail over the trash can. Rather than text-heavy copy, more and more mailers are using images, charts, and graphics that readers can digest as they flip through. Remember: your mail campaign is likely not the only one producing results in that mailbox.

If your direct mail copy — whether a letter, a postcard, or any other marketing piece — looks text-heavy, think about where you might be able to tighten up. Where can you use charts or images instead of words? Can you break concepts into bullet points? Imagine that you only have half the space to work with — what information can go? 

Make it easy and eye grabbing—your mail only gets one chance!