How to Beef Up Your Direct Mail Campaign

Your grandpa’s marketing campaign of sending out flyers and letters, is just that: grandpa’s strategy. It’s old, slow, and just doesn’t appeal to people the way it used to. Nowadays people are “pushing their envelopes” with new strategies- ones that work in the present.

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.

What they discovered:

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!”

Therefore, here are a few tips that are best to follow.

Straightforward is the greatest

Don’t reveal everything on the envelope. Timing is key to establish a great relationship.

Create a personalization

If the mail is addressed to an anonymous addressee, then the “recipient” won’t feel that it’s even meant for them. Find out the name and title of the people you’re sending offers to and find out if they’re the sort of people who even want to receive them. Just as it doesn’t make sense to waste your own time on someone who’ll shred your offer in an instant, it doesn’t make sense to waste time to shove it in their mail box.

Write out their Name

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’re marketing to a list that knows you very well, and is, as far as you know, very happy with your service. Then put your logo on the front top left hand corner of your envelope or discreetly on the back flap. Then, they’re more likely to open your envelope because, like the company in the example, they could be missing out on something great, and want to read about it before making the decision to disregard it.

Check and check repeatedly

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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