The letter is the most important component in the mail-out pack. It is your "paper salesperson" that allows you to talk to your customers one-on-one.

Its content communicates your message, tells customers why they should do business with you and draws them into reading further. A clear, well-written letter will do wonders for your direct mail campaign. A poorly written or confusing letter will end up in the bin.

Generally, your letter should be made up of:

• A greeting and introductory paragraph
• The body of the letter or a number of paragraphs that further explain the message you are sending out
• A concluding paragraph to sum up
• A postscript (P.S.) to reiterate the offer or reason behind the mail-out
  

  Some quick tips to remember when composing your letter are:

• Speak personally to the letter recipient. Talk to the individual and make the letter sound as if it has been written to them. Address the reader directly, in the second person, by using 'you' and including their name where appropriate.
• Use the letter to emphasise how the recipient will benefit.
• Make the letter easy to read. Use white space and simple language; break it up with short sentences and paragraphs, headings, sub-headings and bullet points.
• Make sure your letter flows logically.
• Talk to the recipient about what you can offer, or how they will benefit from what your business does.