Have you ever received unsolicited marketing postcards in the mail and tossed them out immediately? What about the ones that really drew your attention? I bet you didn’t throw those away nearly as quickly. Direct mail, or what we commonly think of as junk mail, has a lot of qualities that we can learn from in our public relations campaigns. Here are 3 public relations lessons from direct mail.
Photo Courtesy of: Judith E. Bell
3 PR Lessons from Direct Mail
- Keep if Short and Sweet
Direct mail uses strong and engaging copy to grab its reader using only a small amount of space. To do this, the headline and body of your text should be as short as possible. Keep your headline to less than 8 words, which is short enough to be easily digestible and may entice your audience to read on before they throw out the message.
- Engage with Your Audience
Focus on the reader, not yourself. Consumers are more likely to read a piece of mail that has a clear focus or benefit to them, so use this lesson in your public relations campaigns. Engage with your audience and speak directly to them. Your message is more likely to be heard, and you establish trust and authority with your audience.
- Know Your Target
Direct mail usually isn’t sent without a plan. Mailed messages are targeted at specific demographics and members of the household to try and reach the person most likely to receive the message positively. Use this strategy to target your messages to reporters and the public, sending specialized pitches to each. It’s also helpful to regularly clear out your mailing lists so you aren’t sending information to old contacts. By knowing exactly who you are sending your messages to, you can customize your PR efforts and more effectively reach your audience.
Can you think of any other public relations lessons that can be learned from direct mail? Have you seen any good pieces of direct mail that really grabbed your attention? Tell us about it in the comments below!
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