5 Direct Mail Letter Examples for Your Business
The five direct mail letter examples every business should know are the sales letter, the descriptive product letter, the fundraising letter, the general cover letter, and the special offers letter. A direct mail letter is extremely important when promoting a product or service – it needs to be both engaging and persuasive – and each of these five formats suits a different goal. Here is each example in detail, with writing tips for the two hardest to get right.
| Letter Type | Best Used For |
|---|---|
| 1. Sales letter | Direct selling – often outperforms brochures and postcards |
| 2. Descriptive product letter | Bringing a product or service to life with enthusiasm |
| 3. Fundraising letter | Charity appeals that move readers to donate |
| 4. General cover letter | Accompanying any printed literature you send |
| 5. Special offers letter | Time-limited, relevant deals that demand a response |
1. Sales Letter
Sales letters are one of the most effective direct mail formats to send to your mailing lists. They often perform better than other direct mail materials such as brochures and postcards, and they are more cost-effective too, because there are no design fees.
2. Descriptive Product Letter
Create a compelling descriptive product letter by writing enthusiastically about your product or service – make a conscious effort to delight your recipients with your description rather than sending a boring direct mail campaign. Here are seven tips for writing a descriptive product letter:
- Focus on your ideal customer
- Define your tone of voice
- Make sure the letter is scannable
- Identify the benefits
- Use superlatives
- Appeal to your reader’s needs and imagination
- Keep it brief but informative
3. Fundraising Letter
When sending fundraising direct mail letters, the content must be genuinely engaging for the reader. Here are five tips for writing an effective fundraising letter:
- Personalise the letter appropriately
- Thank the recipient for their continued support
- Tell a heartwarming story
- Inform the recipient how their donation will benefit the charity
- Ask the recipient for something specific
4. General Cover Letter
A general cover letter is essential in direct mail campaigns. Whenever your business sends out printed literature, a cover letter should always be part of the direct marketing mix – it frames what the recipient is holding and why it matters to them.
5. Special Offers Letter
Including special offers in your letters is a great way to prompt a response from the recipient. Make sure the offer appeals to your mailing list by keeping it relevant, compelling – and expiring soon, so there’s a reason to act now.
Direct Mail Letters From The Direct Mail Company
Here at The Direct Mail Company, we offer a range of direct mail fulfilment services for advertising and transactional mail within the UK and internationally. From one-off direct mail contracts to daily or weekly mailings, we provide expert solutions across a wide range of direct mail services. Letting us take control of your direct mail gives you full confidence in a seamless service, with your mail printed, enclosed and delivered on time. Call today on 0333 038 3797 to discuss your direct mail fulfilment needs or request a quote.
Direct Mail Letters: Frequently Asked Questions
What are the main types of direct mail letter?
Five formats cover most needs: the sales letter, the descriptive product letter, the fundraising letter, the general cover letter, and the special offers letter.
Why do sales letters outperform brochures and postcards?
A letter reads as personal correspondence rather than an advert, and with no design fees it’s also one of the most cost-effective formats to produce.
How do I write a good fundraising letter?
Personalise it, thank the recipient for their support, tell a heartwarming story, explain exactly how their donation helps, and ask for something specific.
Should every mailing include a cover letter?
Yes. Whenever you send printed literature, a cover letter should be part of the mix – it introduces what’s enclosed and connects it to the recipient’s needs.
What makes a special offer letter work?
Relevance, a compelling deal, and an expiry date – the offer must matter to your mailing list and give them a reason to act before it’s gone.
Who can print and post my direct mail letters?
The Direct Mail Company handles advertising and transactional letters from one-off campaigns to daily mailings. Call 0333 038 3797 or request a quote online.
