When consumers get direct mail pieces that take too long to read or understand, they are quickly ignored. Most people go through the mail when they get home from a long day of work and don’t have the energy or focus to read over any sort of marketing letters, bills, or advertisement. Direct mail that is wordy or contains too much information (TMI) is not likely to be read and even less likely to convince the recipient to become a paying customer.
To make direct mail effective, companies need to keep it simple. Letters or emails that sound like sales pitches or formal requests for money or donations will not be effective, and will most likely be thrown away. A company that wants to connect with its customers and create an effective dialogue with them needs to focus on being straightforward.