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| Written by Celine Horan | |
| Wednesday, 10 September 2008 12:28 | |
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It's a known fact that direct mail campaigns have not been working as efficiently as they should be. So direct marketers need to become more creative in order to catch the attention of others.
It's a known fact that direct mail campaigns have not been working as efficiently as they should be. So direct marketers need to become more creative in order to catch the attention of others. Prospects spend literally three seconds when they first pick up an envelope to decide whether it's worth their time to open it. Therefore, direct marketers believe it's best to push their best features but this does not always work successfully. The trick is to think of the envelope as an envelope. Nothing more, nothing less. The envelope should be used to contain the copy, carry an address and stamp, and nothing else. This may mean that the rest of the mail has to get a lot more interesting, but therein lies the challenge. And life's no fun without challenges, right? Facing that same dilemma, one company decided to conduct a number of B to B and B to C envelope tests, to discover which pulled in the better result. Envelopes with teaser copy and offers on the outside or envelopes with nothing but the stamp and return address on the back. This is what they found: 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. Therefore, here are a few tips that are best to follow. Simple is Best Don't reveal everything on the envelope. Timing is key to establish a great relationship. Create a personalization 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. Address their Names by Hand 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. Put your Logo on the envelope Your name isn't just a way for people to find you in the phone book. Clients use it to recognize good work and consistent service. If you know that you've got something special to offer the recipient, be proud and let them know who you are before they get hit with the copy. It makes sense to shine this warm light on the rest of your offer. If a customer likes your company, there's no reason to hide who you are. 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. Guest Author Prepared for the babyboom crisis? Then get Celine Horan'sFREE impact report now! Celine Horan is a niche marketing strategist, sales catalyst and industry specialist who offers high level marketing support coupled with profit boosting, agency level copywriting services to the professional development, SaaS, training and e-learning industry. |
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