How to Write Direct Mail Copy

guide to direct mail copy

Along with the many benefits of direct mail marketing, it is also an opportunity for you to speak directly to your customers and potential customers. That’s undeniably valuable to your direct mail marketing campaign, but you need to remember that people are busy, so you need to make an immediate impression with your direct mail. Your chance to talk to your customers can easily turn into something that they ignore or worse, are annoyed by it.

So how do you stand out and create something that will interest your target audience and spur them into action?

One of the main ways to have a successful direct mail campaign is by designing a strong direct mail piece. Writing direct mail copy is part-science, part-art, and can be confusing. But this guide will go over some tips on how to write direct mail copy that can lead to increased customer engagement and sales.

Tips to Writing Better Copy

Direct mail copywriting is different from other forms of writing. Copy tries to persuade the reader into taking a specific action with the fewest words possible. 

Often, we’re trying to persuade the reader to buy something, but that isn’t always the case. Some other examples of actions you may want your reader to take are:

While it’s not all about sales, it is always goal-oriented. And although there is no one magic formula to writing copy that will ensure you achieve your goal, there are clear tips and best practices you can follow to enhance your copy and increase your response rate.

Direct Mail Copy Tip #1: Make Things Easy to Read

Even if you are a great writer, you need to adapt your writing to fit the style of the targeted direct mail copy. No one wants to feel as though they’re reading a novel when they receive a postcard or letter, and you have mere seconds to get your message across. Keeping content engaging and easy-to-read is one way to avoid alienating your target audience, or simply having them ignore you and move on to the rest of their mail. 

Some ways to make your copy easier to read include:

Direct Mail Copy Tip #2: Know Your Audience

Even if you already know how to measure direct mail effectiveness and how to run a direct mail campaign, you could be overlooking one potential pitfall in writing copy: forgetting who you’re talking to. We become focused on our goals and our needs and neglect the needs of the reader. By keeping the audience in mind, we can make more of an emotional connection through our copy. 

Here are a few ways to help you do this:

Direct Mail Copy Tip #3: Review Your Content Internally

You’ll want to ensure your copy is polished before it reaches your recipients. It goes without saying that you should proofread your copy, but also let other members of your team review it. Be open to any feedback or suggestions that they might have to help improve the copy. Once it’s buttoned up, you could also have members outside your team review it, just in case anything was missed. Once all revisions have been made, you can share your mailer confidently!

Beyond Body Copy

When we think of copy, it’s easy to focus on the body text. After all, that’s where most of your words will go. However, there are other elements to copy which are at least as important, if not more important, than the body text.

Use Cases

It’s also important to remember that copy will change based on why you’re sending your mailing. Different use cases call for different types of copy. Let’s look at just a few examples of different direct mail use cases.

Optimize Your Copy with Poplar

The thing to remember about copy is that it’s one element of a full direct mail campaign. So to fully optimize your copy, you need to optimize your campaign. That’s where we come in. 

Poplar is the direct mail solution you’re looking for to nail your direct mail copy. We’re here to help you launch an effective campaign quickly and easily. We can help you with content personalization, A/B testing to pinpoint the most effective copy, and added support for your overall marketing strategy. We can also provide complex testing and optimization practices, so you can adjust your campaign to yield the best results.

If you want to create the best direct mail campaign possible at a price you can afford, we at Poplar are ready to help. We look forward to hearing from you.


1. Entrepreneur. 5 Tips for Producing Direct Mail Copy That Sells. 

2. Chron. How to Write Direct Mail Copy. 
3. Neil Patel. How to Write Headlines: a Step-by-Step Guide.