This post will discuss the effectiveness of direct mail to generate new leads and sales online.

Content
When it comes to the content of the direct mail piece the main point is to maintain focus on the key message supported by easy to digest information. You have to grab their attention, communicate your product/ service/ promotion and illicit a response in an incredibly small amount of time. What are you offering them that means they should act, and act now? The recipient should also know what they need to do next and where they go to do it e.g. “To Claim 50% off go to www.domain.com/offer”

The AIDA principle is a helpful approach to structuring your mail piece, for example: