I have received many direct mails in the last two days and I have selected two m
ID: 373279 • Letter: I
Question
I have received many direct mails in the last two days and I have selected two mails for the discussion. The first direct mail offers the insights upon the digital marketing techniques and subscribe the paid programs. The second mail offers to sell the products.
The subject line of the mail is the first piece of mail that compels me to open the mail. It is the mail of insights upon the digital marketing techniques that I prefer to open as its subject line helps me to understand the content, its contribution towards my own learning as well as spreading of the awareness by the mail. It creates an attractive proposition to me. I can learn from the mail even if I don’t pursue the proposal in the mail. The another mail, I would not like to open as I only offers me to sell the products without creating a need or understanding my own demand.
The one piece of content not so effective is the content of the body where the subject line is not strongly correlated and supported by the content of the body. It causes the disinterest among the readers. Hence, a content of the body should be on the basis of the subject line and it should be precisely explained in the mail of buying products by the company mail.
The content part should start with spreading of the awareness, then creating the needs in the readers, followed by encouragement to the readers to take call to action and finally making the person to buy the product. It will help the intended direct mail to achieve the stated objective and mail will become more effective.
Explanation / Answer
Look at the mail that is delivered to you over the course of one to two days and evaluate the direct mail that you have received. Which direct mail pieces would you feel compelled to open and which ones would you not? Describe one of the pieces that you feel was not effective and how you would redesign it in no less than 250 words.