How can direct mail improve one’s writing? Isn’t direct mail a thing of the past?
Despite online marketing being popular, direct mail is still alive and thriving. The key to a successful direct mail letter is strong writing. This article will demonstrate ways that you can use direct mail to improve your writing skills.
What is direct mail?
Direct mail is a letter that is primarily used to acquire new donors and to solicit donations. Direct mail is not to be confused with junk mail or snail mail. Throughout the year, especially during the holidays, companies will mail out these letters to the public. Don’t throw your direct mail out! They provide great templates for future writing.
According to a study by Canada Post (2021), 92 per cent of Canadians say they read direct mail. This demonstrates the fact that direct mail is not only noticed by consumers but is also collected and read.
Many companies write direct mail, however, not many companies are able to write a persuasive letter. Direct mail must engage the reader, be straightforward and leave a lasting impression.
In your professional career as a public relations or communications professional, you may need to write a direct mail letter. One sector that uses direct mail is the nonprofit sector. Nonprofits are more diverse than many other sectors of the economy, and frequently require new sources of funding. Charities often use direct mail to reach out to new potential donors.
Consumers feel more valued when organizations contact them through direct mail. This proves the positive impact that direct mail can have on the public.
Templates
We tend to think that professionals of any category, do not use any tools to aid them. This is not the case. Writers have historically found inspiration from other writers. The same way that painters look to other painters for inspiration. Looking at work that others have published is a great way to improve your writing. A great writer is someone who can adopt new skills within their writing while being true to themselves.
By keeping direct mail letters, you can use them as writing guides/templates. You’ll find that the more you work on improving your writing skills, the more you will notice the strengths and weaknesses of other individuals’ work. You can also use direct mail as an anchor for your pieces. Analyzing direct mail allows you to explore new perspectives within the context of writing.
Ask questions
It wasn’t until I was in the Public Relations program that I began to analyze the content of direct mail letters. It’s a great way to put what you learn in class into real-life situations. When I read direct mail, I look at it through the lens of a public relations personnel. I implore you to do the same!
Ask yourself questions about the piece you’re reading, what would you do differently? What are some strengths of the direct mail letter? Is it well organized? Does it have good readability? Does it have a lasting impact? By asking ourselves these questions we are in turn, improving our writing.
A great writer is someone who continues to learn and improve their work. It’s easy to become complacent and to stay in our comfort zones when it comes to writing. I challenge you to actively analyze the writing that surrounds us daily. This goes beyond direct mail—it can be applied to any area of writing.
P.S. Don’t be afraid to adopt new strategies to your writing. We are constantly growing as people and that can be perfectly showcased within our writing.
Article By: Emma McCluskey
Editor, Symmetry Public Relations
