How to Beef Up Your Direct Mail Campaign
It’s a well known fact in business to business circles; direct mail campaigns aren’t pulling in the results they used to. Now more than ever, direct marketers have to figure out more inventive ways to get their envelopes opened.
People spend so little time sorting through their mail, that it’s almost instinct to include the details and offers right on the front of the envelope (in bright colors and flashy fonts), but this is proven to be one of the worst strategies for convincing someone to read what’s inside.
The envelope is merely there to carry the contents inside it but this has pushed marketers to think of creative ways to design them even more so.
One company decided to test regular envelopes with designed ones to see which ones would entice prospects more so.
These were the results:
They discovered that when the reader couldn’t determine what the offer inside was, they felt they were missing out on something great, and were more inclined to open the envelope. They felt these feelings more acutely, if the envelope was sent by a brand they knew very well or had a good long standing reputation with. The reader also wanted to know the offer first before deciding whether or not to reject it.
There are some fantastic lessons to be learned here, namely…
Straightforward is the greatest
No copy on the envelope. You may not be a big brand name but it’s never a good idea to spell out your offer to a list who doesn’t know you - yet. It’s like asking a girl to marry you on your first date. You’d never do that. Timing is everything in relationships. It’s no different in direct mail. When building that all important long term relationship - easy does it, is key.
Build a relationship
Letters that start with ‘To Whom It May Concern’ seem very impersonal. Take the extra time to address it to a certain person using their name and title, if you know it.
Write out their Name
The best impression is to handwrite a person’s name on the front. It creates a personal touch and gives your company a head’s over the others.
Embrace your corporate art
If you are spreading your ideas to people that already know you well, including your logo would positively push them to open it more so. The logo normally goes on the front top left corner of the envelope.
Finally, don’t be scared of a trial run
Make sure to test the envelope to be certain that it works. Have the right combination to make your marketing campaign succeed.
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