If you’re like most marketers, you’ve probably been told the same direct mail advice over and over again: write a strong headline, personalize your letter, include a clear call to action.
And while those fundamentals absolutely matter, they’re only part of the story.
The truth is, some of the biggest gains in response don’t come from the obvious tactics—they come from the small, often overlooked details that influence whether your letter gets opened, read, and acted on.
In a crowded mailbox, marginal improvements aren’t really marginal.
A slightly more compelling outer envelope, a subtle shift in tone, or a smarter use of formatting can mean the difference between being ignored and getting a response.
That’s why we’ve pulled together 15 little-known ways to get more from your mailings—practical, field-tested ideas that go beyond the basics and can help you lift response rates without overhauling your entire program.
Whether you’re trying to acquire new donors, re-engage lapsed supporters, or simply improve ROI, these strategies will help you make every piece of mail work harder.
1. Put the benefits in the margin.
It allows people to quickly “scan” the letter for benefits, and then they may be encouraged by a particular benefit to read. This technique is now considered “best practice” for many financial services companies.
2. Then put an 800 number or call-to-action right underneath them.
If the benefits are compelling— people may not have to read the letter at all!
3. Test different paper.
Vodafone in New Zealand produced a highly successful package on computer printout paper (to demonstrate it was cutting the cost of your service).
4. Use only a letter.
American Express has lifted response by eliminating the brochure in some mailings. It forces people to focus on the letter—the most persuasive element.
5. Test an unusual salutation.
If you can’t personalize it, why settle for “Dear Colleague” or “Dear Friend”? An antique magazine began its winning letter with, “Dear Lover of Beautiful Things.”
6. Don’t exaggerate.
Nobody likes a braggart—not even in direct marketing. Exaggerating your claims and benefits makes your copy unbelievable.
7. Use white space.
Makes it easier to read. As someone once said, “A letter needs a layout.” Make sure your letter has at least a 11 ⁄4˝ margin on both sides.
8. Use the back of the letter.
This is valuable real estate you should never waste. You can include a Q&A, testimonials, even a summary of benefits.
9. Version your testimonials.
Change “Here’s what our customers say about us.” to “Here’s what your neighbors say about us.”
10. Test a script font.
It’s used by many nonprofits to make the letter seem more “real.” But make sure the font is easy to read. You might also use a script salutation—but make sure it matches the signature at the bottom of the letter.
11. Don’t use a word they don’t know.
Your readers won’t be intrigued—they’ll feel stupid. And they won’t continue reading. And don’t use a word you don’t know.
12. Indent each paragraph.
This makes the letter easier to read. But the most important thing to indent is …
13. Indent the offer.
And make sure it’s right up there in the first three paragraphs. It invites people to “keep reading — we got something for you.”
14. End the first page of the letter with an incomplete thought or sentence.
This is the best way to make sure people turn the page. You can also write “(over, please).”
15. Use short words and simple language.
Why? It works. It’s not that people are stupid—they just don’t want to go to the effort of figuring out exactly what you mean.