+ RSSHow to Beef Up Your Direct Mail Campaign
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.
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.
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.
These were the results:
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
Don't reveal everything on the envelope. Timing is key to establish a great relationship.
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.
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
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.
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.
