Developing Content for Mail Campaigns

Let's take a look at a few direct mail themes we’ve seen used with great success. 

  • VIP-style invitation: An invitation-style flyer that offers exclusive access to Twine. Exclusivity is an effective way to make participating in Twine coaching seem valuable to the patient. Rather than see it as something anyone can use, they see it as something only they have the opportunity to use.
  • Results-focused messaging: An outcomes-driven flyer that focuses on results patients can achieve rather than conditions the program can treat. When you focus on the patient’s possible motivation for joining (losing weight, feeling better, etc.), they’re more likely to see the benefit in joining.
  • Letter from the physician: A signed letter from you doctor is serious business. Patients will take the offer more seriously if it comes straight from their doctor’s desk.

And here are a few things to avoid: 

  • Talking about “disease”: We’ve found that people respond to messaging that is more focused on their personal health goals, and feeling better, rather than things that talk about their specific conditions. So, best to go with “You’ll feel better in just a few weeks” versus “Manage your diabetes”.
  • Lots and lots of text: It may seem like a good idea to provide a lot of detail about your offering, but expect people to spend only a few seconds reading a piece of mail. Even if you’re sending a letter, make sure to leave lots of white space. Dense text frightens people. If there’s more information you want to communicate, provide a call-to-action to go to a website landing page for more information.
  • Overly “stocky” imagery: if you’re not familiar with the term stock photography, check out Buzzfeed’s “60 completely unusable stock photos”. Sure, these are ridiculous, but the point is that if you use imagery highlighting a very particular target segment, the people that don’t fit in the segment, will naturally (even if subconsciously) dismiss the piece as not for them. Also, don’t assume that people view themselves as their peers. When asked to select photography of people that they most resemble, seniors regularly select photos of people who are 10-15 years younger than their actual age.

Execution tips:

Find a professional printer that has a partnership with a mailing house. This way, you supply the content and the addresses, but you don’t need to worry about buying 2,000 postage stamps or refilling your ink cartridges again and again.

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