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.
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 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 found that when readers weren't sure what was inside, they were more inclined to open the envelope. They wanted to know what the offer was and not the name of the company since this can lead to conclusions with certain reputations.
Therefore, here are a few tips that are best to follow.
Straightforward is the greatest
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.
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 do some of the actual writing, not only will it seem as if you care, but it will seem as if this person is one of a select few receiving the offer. When someone knows that the offer within isn't on the table for any Joe Schmoe in the world, they're more likely to feel just special enough to open up the envelope. This also reflects well on your company, which is obviously made up of the kind of people who enjoy getting and giving mail - one of the classiest forms of communication around.
Include a logo on the front of the envelope
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.
Test, Test, Test
Before embarking on any campaign, it's important to test your envelope, and everything on your envelope until you're sure you have the right combination that will go a long way to enticing your prospect to open it.
About the Author:
Are you ready for the babyboom crisis? Then get Celine's FREE Report now! Celine Horan is a niche marketing strategist, gunslinger and expert who offers ROI boosting agency level copywriting services to the professional development industry.
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