6 Tips for Writing Effective Direct Mail Headlines
Direct mail marketing campaigns can produce effective results. The level of effectiveness of these campaigns depends on several factors, such as the quality of the copy. Perhaps the most important element of the mailing envelope is the headline. People who choose to open unsolicited mail will often focus on the headline in order to decide whether or not to read the rest of the content. Therefore, the headline should be intriguing enough to build curiosity and encourage the person to continue reading the rest of the piece. The following are some key tips for writing headlines that grab readers’ attention:
1. Use words that evoke emotion.
People are often driven by their emotions, so it’s worthwhile for marketing teams to appeal to readers’ emotions in order to get them to pay attention to their mailings. Marketing copywriters can accomplish this in a variety of ways. One strategy is to invoke a sense of urgency with words like “limited” in order to entice readers to continue reading. Another tactic is to incorporate passion-driven words like “delight” that appeal to people’s internal need for pleasure. Some organizations also provide tools that can help marketing copywriters to hone in on motivational headlines. The Advanced Marketing Institute offers the Emotional Marketing Value Headline Analyzer, which examines the use of words that evoke emotion.
2. Ensure that your message is clear.
Ultimately, clarity is more important than creativity. Sometimes, copywriters try so hard to be creative and unique that their headlines may end up becoming convoluted. If the headline is confusing, recipients will often disregard the piece rather than try to figure out the message. The headline needs to be straightforward so that readers know what to expect from the rest of the piece or at least have an idea of what it is being offered. A clear and concise headline can prove more effective at catching a person’s attention than a complicated one.
3. Try to use numbers in the headline.
Marketers should not underestimate the power of numbers. When people scan a piece of mail, numbers often jump out at them. Interesting or surprising figures can pull them into the rest of the copy. Numbers also have the ability to support a message or lend credibility to it. That said, it’s beneficial to use numerals rather than spelling out the numbers so that they stand out and make the content easier to read. Other symbols, like the percent or dollar sign, can also enable numbers to be more noticeable. However, the numbers should only be included if they directly apply to the deals presented, such as stating how much someone could save or the percentage off of the original price being offered.
4. Consider the intended audience.
Personalized messages that speak straight to the audience will capture attention more effectively than generic ones. Because direct mailings go out to many people, achieving this level of inclusivity can prove difficult. However, marketers can often identify patterns among potential customers when they analyze their direct mail list, or they can split the recipients into different groups and tailor the headlines accordingly. Marketing teams can also benefit from surveying their customers about their expectations, which can facilitate better communication. Additionally, frontline employees like customer-support and sales professionals will know the patrons better than those in other company departments and might have suggestions on how to appeal to them.
5. Pay close attention to the design.
While the the headline is important, so are the design elements. Unique details and thoughtful headline positioning can be effective, but it will also limit the number of words that can be used because a crowded envelope might be ignored. Beyond placement considerations, marketers must also consider the color and font choices. Ultimately, readability is key. While colors can make a headline stand out, they should not affect readability. Moreover, the color and font should complement the rest of the direct mailer’s design and align with the company’s overall branding.
6. Use subheads.
While an engaging headline can motivate people to read a document, many individuals tend to skim. The use of subheads can draw in readers and reinforce the intent of the mailer, which might convince them to give the headline another look and to review the envelope’s contents. It’s best if the subheads highlight the message’s most essential points so that recipients can grasp the overall content in case they only read the subheads. Additionally, it helps to delineate subheads from the rest of the copy, as well as to make them smaller and less attention-grabbing than the main headline. Design is also an important consideration in writing subheads. For instance, white space encourages ease of reading, whereas dense blocks of text can discourage it.
