When using direct mail of any sort more than 50% of the battle is just getting the recipient to open it up, right? As a society, we get so much junk mail. And most of that mail is tossed before ever being opened. And even legitimate mail might accidentally look like junk mail. This deluge of mail might be why many marketers have a bad taste in their mouth regarding direct mail.
This perspective is well deserved, in my opinion, because I think most direct mail (that is, 3D Mail) is done incorrectly. I think the two most important things for a direct mail piece are 1) Getting it opened, and 2) Having the right message (presented the right way to the right audience).
In order to get opened or noticed I have found that it helps to be different and creative. That's why lumpy mail tends to have higher open rates. If you get a package or a letter that is lumpy, because something is in it, you tend to A) have it put at the top of your mail pile (because it *is* lumpy), and B) open it because you are curious. It has a higher profile than the other mail and that is why lumpy mailers are more successful.
I also think that it pays to be creative in what you send. Even outrageous. Let's face it there is a lot of noise (in terms of marketing) going on all around us so you have to cut through it by being a little outrageous.
Yes, one thing to keep in mind is that lumpy mail is more costly per unit, but when you compare your success rate (making sales because it got opened and read) it can turn out to be pretty cheap, from that perspective.
There are plenty of ways to do these types of mailers if you are a little creative. And I challenge you to just try it. Thank about your business, what you want the recipient to know about your business, about your mission statement, about your staff, about your products, any of these. Just as you envision a logo that "captures" the essence of your business, envision a marketing idea tucked in a "lumpy" piece of mail, an idea that might be right at the edge of your thought, right now. Got an idea? I urge you to try it.
On the back of your envelope or on a separate flier, present newly arrived items to customers. Keep dedicated customers coming back with special premiums and sales. When you know beforehand of mail delivery delays, like for bad weather, postpone end-of-sale dates. Putting a "limited time offer" on the top of a sale letter can help increase sales. Use envelopes made of lightweight paper to allow more room for sales materials and to save on postage.
List the many benefits of your product one by one for the most profit. Explain how your product can put customers above their competitors by showing how your product can help them with possible problems. Keep stock photos of products handy to use again in the future. Let customers know of sales in advance with special catalog offers.
If possible, use the product itself as your "envelope" for special sale fliers and discounts. Use a second sales letter in direct mailings to increase more sales of your product(s). Use postcard deck mailings as a cheaper way to get new customers and leads.
If there is going to be a delay in fulfilling a customer's order, send the customer a notification and send additional merchandise offers with it. To bring a former customer back, try a pre-holiday sale. People listed on a customer's gift list can be a business' future mailing list for more customers. Offer double coupon specials on coupons sent in previous mailings.
Postcards that can tell a significant amount about your business should be used in direct mailings. Use a self-mailer instead if a postcard cannot tell a significant amount about your business. Even use the inside of your envelopes as space to sell your product(s). Send hard sell letters and fliers to potential customers. When you offer free gifts to current and potential customers, make sure it is really free with no strings attached.
Fellow competitors can try sharing mailings by agreeing to send each other sale letters and fliers in their envelopes. Base your strongest sales around major holidays and special events. Offer free shipping to current and potential customers to increase responses and sales.
Have customer testimonials listed on sale letters and fliers with dramatic flare to increase interest in your product(s). If possible, give free trials on your products to current and potential customers. Help make ordering products from your business easier for current and potential customers by offering extras like speedy checkout.
Ask long time customers their opinion on a new product by offering a sample of the product to them first. Try offering seasonal products at "off season" times at sale prices.
To help with precise matches and ease of selection, when it comes to your products, use comparison and match-up tables. Always offer current as well as potential customers a "bonus" for taking the time to order on of your product(s).
Both Ramon Vela & Michael Russell are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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