Discover simple, time-tested tactics you can use to make your mailpacks more attention-grabbing, reader-engaging, and high-converting, based on Red C’s 30 years of producing winning and profitable direct mail.
Backed by Red C’s 30+ years of direct mail expertise, Your Key to Better Direct Mail gives you 19 time-proven tactics to boost engagement, with illustrative examples drawn from the winning mailpacks of 11 brands including Royal London, Beaverbrooks, Tower Health and Forest Holidays.
19 ways you can maximise engagement
Here’s a brief overview of what this guide teaches you:
The 3 critical moments where you can deepen engagement and drive response.
Why the most cost-effective envelope option comes with a hidden risk.
The “inertia issue” and the 3 psychological nudges that prompt immediate opens.
The two ingredients you should always consider adding to improve response.
The magic ‘d word’ that brings your proposition to life.
The physical reaction that empathy triggers (and what it looks like in a letter).
Why “thinking small” can actually increase the time people spend reading.
The simple fix that helps you capture and compel non-letter readers.
How basic propensity data drove a massive uplift in bookings for one travel sector brand.
How ‘tangibility’ can supercharge your offer and make it more motivating.
The secret reading sequence that caters for scan readers.
Why you have to think like a salesperson and what that looks like in your copy.
The ‘trust gap’ you need to fill and the confidence booster checklist you can use to fill it.
The forgotten device that’s so simple to use and never fails to uplift response
How we ‘amped up’ the call-to-action for one high street retailer at Christmas
How adding a QR code gave one brand a more cost-effective way
to mail every customer
A mysterious manilla envelope + an urgent request = thousands of dollars’ worth of marketing leads
The powerful order form redesign that saw sales soar
The “friction factor” that hampers conversion (and how to make saying “yes” effortless)
Winning direct mail starts by understanding how people interact with it – what makes them open it, what holds their attention, and what drives them to act. Discover how you can maximise engagement and create more effective, profitable direct mail with this short guide.
