Don't Read if You Like Your Current Direct Mail Campaigns
Author: CelineHoran Total views: 14 Word Count: 612
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.
When a prospect picks up your envelope, together with his other post, he spends less than three seconds assessing whether or not to open it. Naturally, this problem means that direct marketers are tempted to "spill the beans" on the envelope; pushing their features and benefits, even the offer. This is a big mistake.
The envelope has one role and one role only; to carry the items it contains within it to the person to whom the envelope is addressed. That's it. The resulting fact has forced copywriters to dream up inventive ways to tease, and entice prospects to open the envelope, and read the sales copy within.
This has all been tested, too. There's an actual company out there that collected statistics- they took the time to record the rate of opening for envelopes covered with bells and whistles, and those merely with a stamp and return address on the outside.
This is what they found:
If someone gets their mail and doesn't know what's inside, they think it's a legitimately earned offer just for them. This is especially true if it comes from a company that they've had experience with and feel they may be entitled to receiving something from. Keeping the surprise intact is also akin to a bad horror movie: sometimes if you can't see the monster in the previews, you want to go just for those three seconds when you can think smugly from the back row, "I didn't even have to close my eyes!"
So what can be taken from this experiment?
Don't overdo it
Advertisements are meant to come "in" an envelope, not "on" an envelope. Keep all those fabulous deals to yourself until the recipient has actually opened up your mail. You wouldn't give a ride to a hitch hiker holding a knife, and no one's going to open mail that's already stabbing them in the eyes with neon colors and prices in large fonts.
Make it Personal
You know how you feel when you receive a letter that is addressed, "To the Owner" or "To Whom it May Concern". If you send similar envelopes to your prospects, you can guess how they'll feel. Go the extra mile to find out your prospect's name, title, and make sure both are spelled correctly.
Add a personal touch
If you take the time to handwrite their names, then some of your list will take the time to open your envelope, and read what's inside. Nothing makes a bigger or better impression then handwritten notes, and envelopes. It's these personal touches that add style, and class to any envelope, and indeed to any company. By deciding to write their names by hand, you put your company at a higher level then the rest, and guarantee long term faithful clients.
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
If you're not sure if your mailing is going to work out, then go ahead and do a small sampling to work out the kinks. Send out a couple of versions to smaller mailing lists and see how many responses you get for each version. Research can be costly, but marketing without it is really just building a bonfire to empty your moneybags into.
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About the Author
Prepared for the babyboom crisis? Then get Celine Horan'sFREE impact report now! Celine Horan is a niche marketing strategist, gunslinger and industry expert who offers high level marketing support coupled with ROI boosting, agency level copywriting services to the career development, recruitment, training and e-learning industry.
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