A surprising trend has emerged in the world of direct mail marketing: increasing word counts.
Traditionally, marketers aimed for brevity, assuming that concise messages were better for capturing attention. However, recent data suggests that longer copy can yield better results. Let’s explore why this shift is happening and how it impacts direct mail campaigns.
The Stats: Word Counts on the Rise
According to Who’s Mailing What!, the average word count in mail pieces across all formats has increased by 146 words (26%) compared to the period from 2017 to 2020. Notably, this trend extends to all three main formats:
Postcards: Copy length has grown by 14%.
Self-mailers: Word counts have surged by 38%.
Envelopes: Even envelope-based mailings now feature 33% more words
Why the Shift?
- Depth and Engagement
Longer copy allows marketers to delve deeper into their message. Instead of merely listing points, they can provide detailed explanations, analysis, and context. This depth engages recipients, making them more likely to read the entire piece.
- Storytelling
Wordier content enables storytelling. Marketers can craft narratives that resonate with the audience, creating emotional connections. Whether it’s sharing a success story or highlighting a customer’s journey, storytelling adds value.
- Complex Offers
Some products or services require intricate explanations. Longer copy accommodates complex offers, ensuring that recipients understand the benefits, features, and terms. It’s like having a conversation with your audience.
- SEO and Keywords
Direct mail often drives recipients online. Longer copy allows for strategic placement of keywords related to online searches. This synergy between offline and online marketing enhances visibility and conversions.
Expert Insights
Jennifer Bellin, Chief Marketing Officer at PFL, emphasizes sustainability and values-driven communication. As companies seek sustainable practices, longer copy can convey their commitment to eco-friendly processes.
In the direct mail landscape, more words no longer mean less impact. Instead, they offer an opportunity to engage, educate, and connect. So, next time you’re crafting a direct mail piece, don’t shy away from wordiness—embrace it!
