{"id":3635,"date":"2018-03-01T15:12:14","date_gmt":"2018-03-01T15:12:14","guid":{"rendered":"http:\/\/testsite.scottmarketing.com\/?page_id=3635"},"modified":"2020-03-23T14:17:45","modified_gmt":"2020-03-23T14:17:45","slug":"letter","status":"publish","type":"page","link":"https:\/\/www.scottmarketing.com\/letter\/","title":{"rendered":"Letter"},"content":{"rendered":"<div id=\"dslc-theme-content\"><div id=\"dslc-theme-content-inner\"><div class=\"boldgrid-section\">\n<div class=\"container-fluid\">\n<div class=\"row\">\n<div class=\"col-md-12 col-xs-12 col-sm-12\">\n<p class=\"\"><img loading=\"lazy\" class=\"size-medium wp-image-3639 alignright\" src=\"http:\/\/testsite.scottmarketing.com\/wp-content\/uploads\/2018\/03\/direct-marketing-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.scottmarketing.com\/wp-content\/uploads\/2018\/03\/direct-marketing-300x200.jpg 300w, https:\/\/www.scottmarketing.com\/wp-content\/uploads\/2018\/03\/direct-marketing.jpg 467w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>We&#8217;ve looked at the envelope with respect to the contents of an educational direct mail pack. This time we will look at the letter.<\/p>\n<p class=\"\">A few things you may have forgotten.<\/p>\n<p class=\"\">Maybe you have not included a letter in the pack. The purpose of a letter in direct marketing is to direct the recipient to the most important elements of the mailing, whether it\u00b4s the leaflet, action document or response device. It also allows you to highlight main points in the leaflet and to direct the recipient to what you REALLY want them to do.<\/p>\n<p>MA letter should follow the creative guidelines that govern all direct marketing namely; AIDA.<\/p>\n<ul class=\"\">\n<li><strong>A \u2013 Attention \u2013 what is going to grab the attention of the reader.<\/strong><\/li>\n<li><strong>I \u2013 Interest \u2013 what is going to interest the reader to want to know more by reading on.<\/strong><\/li>\n<li><strong>D \u2013 Desire \u2013 what is going to make them want to take action.<\/strong><\/li>\n<li><strong>A \u2013 Action \u2013 what is the simplest way for them to take that action.<\/strong><\/li>\n<\/ul>\n<p>You have laser printed the name and address of the recipient on the letterhead, but have used a default salutation. As you already have the name it would be in your interest to use it. A person\u00b4s name is the most personal and valuable thing they possess.<\/p>\n<p>You have not signalled who has actually sent the letter. A name and signature give authority to a letter and allows the recipient someone to return to with any queries.<\/p>\n<p>You may not have included a P.S? When someone reads a letter the first thing they do after checking their name is spelled correctly is to glance down the page to discover who has sent it. This means their eyes see the P.S. as one of the first things they read. It is useful to have a repeat of an important piece of information in the P.S. that you cover further in the body of the letter.<\/p>\n<p>You have just photocopied the letter with no salutation or even a name and address? This leaves a very poor impression of the College in the reader\u00b4s eyes as it appears you do not care about them as individuals or their teenager. No matter what it costs, we recommend you include a printed letter.<\/p>\n<p>You have not illustrated the benefits of attending a College in the letter? A letter is the first thing someone will read as it usually directs them to read other pieces you have included. You can pick out certain pieces of accompanying literature that you think are important and direct the reader to those pages.<\/p>\n<p class=\"\">When addressing parents using our data we have listed examples of good practice for introductions on your letter. This is very important since if there is no reference to the parent in the introduction the reader may misunderstand who the letter is targeting, with consequences for mailing effectiveness.<\/p>\n<h3>Here are a few examples\u2026<\/h3>\n<p>\u201cI am writing personally to invite you and your son\/daughter to attend&#8230;&#8221;<\/p>\n<p>\u201cWhatever your child wants to be\u2026 we can help put them on the right path&#8221;<\/p>\n<p class=\"\">\u201cThis is an important time of the year for you and your child\u201d<\/p>\n<p>\u201cTo the potential student in this house\u201d<\/p>\n<p>\u201cWhere will your son or daughter be in 2021?\u201d<\/p>\n<p>\u201cDear parent or guardian, please pass this to your son or daughter\u201d<\/p>\n<p>\u201cDear Parent or Guardian&#8221;<\/p>\n<p class=\"\">\u201cDo you have children aged 16-18?\u201d<\/p>\n<p>\u201cIf you are a parent or carer of a teenager aged 14-16 who is in the process of making plans\u2026 Read On\u201d<\/p>\n<p class=\"\">Next time we will look at things to remember in the content of your leaflet\/mailer.<\/p>\n<p class=\"first\">Please click these links to see each item in detail:<\/p>\n<ul class=\"\">\n<li>&gt; <a href=\"http:\/\/scottmarketing.com\/envelope\/\">Envelope<\/a><\/li>\n<li>&gt; <a href=\"http:\/\/scottmarketing.com\/leaflet-flyer\/\">Leaflet\/Flyer<\/a><\/li>\n<li>&gt; <a href=\"http:\/\/scottmarketing.com\/educational-communication\/\">Educational Communication<\/a><\/li>\n<li>&gt; <a href=\"http:\/\/scottmarketing.com\/uplift-devices\/\">Uplift Devices<\/a><\/li>\n<li>&gt; <a href=\"http:\/\/scottmarketing.com\/its-the-parents-that-matter\/\">It\u00b4s The Parents That Matter<\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>We&#8217;ve looked at the envelope with respect to the contents of an educational direct mail pack. This time we will look at the letter. A few things you may have forgotten. Maybe you have not included a letter in the pack. The purpose of a letter in direct marketing is to direct the recipient to the most important elements of the mailing, whether it\u00b4s the leaflet, action document or response device. It also allows you to highlight main points in&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_links_to":"","_links_to_target":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.9.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Letter -<\/title>\n<meta name=\"description\" content=\"We&#039;ve looked at the envelope with respect to the contents of an educational direct mail pack. This time we will look at the letter.\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.scottmarketing.com\/letter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Letter -\" \/>\n<meta property=\"og:description\" content=\"We&#039;ve looked at the envelope with respect to the contents of an educational direct mail pack. 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