How to Write Direct Mail Headlines Like a Pro

Your campaign success hinges on one crucial element: direct mail headlines.

In just about any type of marketing, it’s the headline that will determine whether or not someone engages with or pays attention to your promotion. You might have a killer offer, but unless the headline can get their attention first, your reader may never see that offer. Which, of course, means they’ll never be able to take advantage of it.

Direct Mail Headlines — There is More than One!

Did you realize that most direct mail pieces have more than one headline? It depends on the type of mailer you’re sending (e.g. postcard, sales letter, etc), but in general, you’ll need to focus on three core areas:

The Teaser

If your direct mail must be opened, you’ll need to use an attractive headline to show them it’s worth opening.

The Opening Sentence

For sales letters and postcards, you’ll want to use a crafty headline to get them to finish reading your mailer.

Additional Collateral

If you’re including a brochure or other piece in your mailer, each piece will also need a headline. For a two-sided postcard, each side will also need its own headline.

Want to know how to write high-converting direct mail headlines like a pro? Our guide covers some of the industry’s top tips you can put to work in your next campaign:

#1 – Go For Simplicity

In the digital age, people are more accustomed to skimming rather than reading. Make your direct mail headlines easy to read and straight to the point. The simpler, the better.

#2 – Add Power Words

There’s arguably no marketing term more powerful than the word “Free.” But, if you’re not giving something away, you should consider how to use other strong words in your headline. Here are a few examples for inspiration:

• Congratulations!
• Discover
• Special Invitation/I Invite You…
• Exclusive
• Limited Time

…“proven” is a powerful word that can make your brand seem more reliable or trustworthy than others in your industry.

Source: Salesforce.com

#3 – Opt for Odd Numbers

There’s just something, well, odd, about using odd numbers in marketing. They’re intriguing because we’ve become so accustomed to rounded figures that seeing odd numbers breaks up the monotony of the every day.

For example, you might say “Win 1 of 7 Grand Prizes!” or “3 Ways to Eliminate Your Debt in 30 Days!”.

#4 – Personalize Your Piece

Personalization goes far beyond adding the recipient’s name. It’s tailoring your message to reach the right person, rather than creating a one-size-fits-all campaign and hoping something sticks.

Take it a step further by including the name of someone who referred your recipient to you. For example, your headline might read “Sally Sue Davis thought you’d be interested in this.” Immediately, the reader sees the name of someone they know, which can help establish credibility and recognition. If you can’t use a person’s name, consider using a business or establishment the recipient is affiliated with.

Start Your Next Direct Mail Campaign With Las Vegas Color Graphics!

You may not get the perfect direct mail headlines on the first try, so keep the above tips in mind when crafting your campaign. Write out several headlines and test them to see which ones are most effective.

Let Las Vegas Color Graphics help you craft a direct mail campaign that converts! Contact us today and let’s explore your options.