Mailing lists

1. Use a font and typeface suited to your target audience.

2. When using images make sure they are captioned - ideally reinforcing a key benefit.

3. Make sure your offer stands out and is not buried in a sea of text.

4. Use a P.S with a benefit oriented statement, the P.S is the second most read item of a mail piece behind the headline.

5. Make sure you include a strong call to action, an early bird discount is an example of this.

6. Try to keep paragraphs to two or three lines maximum, if you can say the same thing with fewer words do.

7. Avoid the over-use of capitalisation. This indicates shouting so use it sparingly.

8. Make sure you include all contact details on your mail piece along with your opt-out clause.

9. If you have the budget send two separate mail pieces to track which performs best.