A Guide to Direct Mail



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(1) Is DM for you?

(2) Choosing your list

(3) The Offer

(4) Call to Action

(5) The Package

Introduction
The Outer Envelope
The Letter
>>The Brochure<<
The Order Form
The Return Envelope
The Self-mailer
Your Printer

(6) The Copy

(7) Testing

(8) Tracking

History of DM
Links


Contents
How important is the brochure?
Brochure checklist

After the letter, comes the brochure. I will spend very little time here, because in all liklihood you have a brocure of some kind you probably already use. "How to write a brochure that sells" is probably outside the scope of this website, anyway.

How important is the brochure?
Interestingly, studies have been done of taking a successful mailer and leaving each piece out of it and seeing what happens. For instance, 5000 might be mailed without a letter, 5000 without a brochure, etc. It might surprise you to know that the brochure generally doesn't make much difference. It usually is down around the reply envelope. It matters, to be sure, but it is not the anchor man of the mailer. The most important piece is the letter. Followed by the order form. Like I said, the reply envelope and the brochure bring up the rear.

You can make an argument that you don't need the brochure in several case. First, when the product is well known, you don't need a brochure. Second, if the cost of the product is low. Third, when it is a simple product that doesn't need much explining. If you don't fall into one of these categories, include a brochure.

Brochure checklist
Let's run down the checklist to make sureyour brochure is up to snuff. First, does it have a clear headline that offers benefits to the reader? Second, does it make good use of photographs and other graphics. Third, is it logically laid out so that it tells a story in a logical order. Finally, since many times the rest of the mailing will get thrown away and the brochure kept, does it have adequate order information on it? The phone number? The price? Can it stand alone?

Five-piece mailer:
The Outer Envelope
The Letter
The Brochure
The Order Form
The Return Envelope

The self-mailer:
The Self-mailer