Here is a very simple approach that got a seasoned professional to open mail that otherwise would have gone right into the trash.
Most of us open our mail over or near a trash basket, bucket, or other receptacle. We can usually spot the unwanted pieces. It takes about a half of a second to spot the unsolicited mail and away it goes.
This envelope came one day. It was white with a window. It was a so-called security envelope, usually meaning that a check was enclosed. Because this is a more expensive envelope to use, it immediately caught the eye.
The return address was on the back, but in the upper left corner was a quasi Federal-looking eagle. Who might send a check? The government? And it was badly printed. Who buys from the low bidder? The government.
But wait, there is more. There was no stamp or printed indicia. It was a postage-meter stamp in red.
It all added up. The envelope was opened. But it was unwanted, unsolicited mail. The little “BK RT” on the postage meter stamp was not noticed — bulk rate, the dead giveaway to such unwanted mail.
Try These Simple Tricks
The direct marketer used some very simple tricks to get the piece considered and opened. They actually got half way. Most direct mail never makes it to that point.
Yet, eight out of ten individuals use direct marketing to make purchasing decisions. It is important to keep in mind what a direct mail campaign can and cannot do.
- First they have to open the envelope. The purpose of direct mail is to put your business in front of potential customers and open the door to follow-up.
- Direct mail qualifies the prospect. It takes a minimum of five calls to get five percent of people to buy. Selling is a multi-step process.
- The right people have to get the right offer. An accurate, targeted list of prospects will contribute more to your direct mail success than any other aspect of the campaign. Know your audience and target your mailing.
- Keep it simple. Ensure you have a great list, and then consider the wild, creative direct-mail designs.
- For home mailings, hand-addressed and stamped are best. For business-to-business mailings, the most deliverable option is a #10 envelope (white or light colored), a typed address, and metered postage. Always have a return address.
- Build in a tracking mechanism. Separate mailings with a number or color and try different tactics. The information you derive can help make your next mailing even more effective.
- These areas are skimmed first. Include an enticement on the envelope; put the most important information in the first paragraph of the letter and include a P.S. to restate the offer.
- Make it personal. Have a name and use it. Even simple mail merge capabilities allow personal information to be included with ease.
- Text should be short and easy to read. Large margins; bulleted text; indentations; large, simple typefaces; and subheads will add to readability. Make sure that what you are offering can be clearly understood.
- Make it easy to respond. Include an addressed, postage-paid envelope or reply card. Emphasize what it is you want the recipient to do.
- Mail often and to the same people. For impact, you should send mailings about six weeks apart to the same mailing list. The real profitability of direct mail is in the long term.
This article was last modified on January 10, 2022
This article was first published on August 4, 2006
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