Direct mail copywriters develop and create the text in standard mail or e-mail advertisements. This kind of text is meant to be persuasive for potential or current customers, and to express the intended message of a brand or product. Creativity and good writing skills are essential for direct mail copywriters.
A direct mail copywriter develops and executes the written text in advertisements delivered directly to consumers in postal or digital mailings. Because they need to generate copy that spurs action, direct mail copywriters benefit from a 4-year degree that emphasizes persuasive communication. Proven proficiency in word processing or design software may also be required.
|Required Education||Bachelor's degree in a communications field|
|Additional Requirements||Proficiency in the software specific to the position|
|Projected Job Growth (2014-2024)||2% for all writers and authors*|
|Median Annual Salary (2016)||$45,648 for copywriters**|
Source: *U.S. Bureau of Labor Statistics, **PayScale.com
Job Description of a Direct Mail Copywriter
Writing for advertising requires creative individuals who can communicate the personality and benefits of a product, brand or company to potential customers, and do so with client budgets and deadlines in mind. Direct mail copywriters craft print circulars, postcards, catalogs and digital communications, such as e-mail and text messages, to bring advertisements into the homes of consumers. Direct mail copywriters also use their marketing, advertising and communication expertise to speak to consumers by developing company's voice and presence through eye-catching advertisements.
In general, the number of jobs for writers and authors from 2014 to 2024 was projected to increase by 2%, per information from the U.S. Bureau of Labor Statistics (BLS). This represents slower-than-average employment growth compared to the average for all occupations. In 2015, a median salary of $60,250 was reported by the BLS for these professionals. PayScale.com noted that copywriters specifically earned a median income of $45,648 in 2016.
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Direct Mail Copywriter Job Duties
Copy writers work with account managers, creative directors, art directors and graphic designers to execute a develop and execute a client's adverting vision. To do so, copywriters interpret client needs and translate them into the language and style that will garner audience attention. They may rewrite, edit or otherwise change copy depending on feedback from supervisors and clients. Since accuracy is important to making a good impression, copywriters review their work and the work of others for grammar, spelling, punctuation or word choice problems.
Requirements to Become a Direct Mail Copywriter
The BLS explained that although a college degree may not be required for an entry-level job in copywriting, a bachelor's degree program in a communications field provides the writing instruction needed to meet job demands. BLS recommendations also include internships and other relevant job experience to help jobseekers compete. Those working in multi-lingual markets may also consider taking foreign language classes.
A review of available copywriting job postings on CareerBuilder.com and Monster.com indicated that employers often require a bachelor's degree in advertising, marketing, English or a related field. Additionally, employers also stated that experience with a variety of design software was essential to job functions, since copywriters create advertisements for a wide range of media. For some positions, it is helpful to have subject-matter knowledge or experience because the copywriter will create advertisements or mailings for a specific type of product or industry, and this knowledge will help them better navigate industry trends and the language associated with marketing these products.
Direct mail copywriters often have a bachelor's degree in communications, and/or knowledge of advertising, writing and branding. They are writers that use their knowledge of advertising and persuasive writing to effectively communicate a brand's message and sales pitch.