Paraphrased from Shana Davidson’s article “Six Secrets of Direct Mail” from SPN News, September/October 2013:
1. Use the word “you” a lot in your letter.
2. Make your letter skimmable by using short paragraphs and underline key phrases.
3. Use a unique envelope size or color or put a photo on it to catch the recipient’s attention.
4. Make sure you hold the reader’s attention by making the first few lines engaging—almost shocking.
5. Keep your readers turning pages by making sure that paragraphs never end at the bottom of a page.
6. Limit the number of people who get to review your letter copy to two or three (plus a proofreader).