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We are flushed with the influx of technology so much that we seem to have forgotten the power of personal, hand-written notes or even letters written persuasively to sell, persuade, pamper, remind or convince. We seem to rely on email — more than ever.
Direct mailing had certain advantages: it ussed to be incredibly persuasive, written with a personality in it, highly-targeted, these emails had designs that were visually appealing and finally, they were physical things that should be touched, opened and read.
Direct mailing had the power to hit on the pain points and stimulate action as required, using the power of effective copy writing that gets results.
Emails are cold, distant, digital, intangible and impersonal ( unless you take the effort to make it customized and personalized). It call be made effective by following the classic principles of direct marketing.
Follow the AIDA model ( Attention, Interest, Desire, Action), address the pain points of your target marketing and ensure that you personalize the email campiagn.
Each of the points in A-I-D-A have to emphasized upon — get attention by saying something that is shocking, strikingly different or downright controversial. Generate interest by addressing the pulse of the customer and invoke desire and finally, don’t forget to ask your customer/reader to take a call on some sort of action.
It’s simple and it’s common sense; Not something many businesses would have in their list of assets. Do you use the principles of Direct Mailing in your promotional campiagns, website copy, internal and external communication, etc?
