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Articles Copy writing articles Don't Read if You Like Your Current Direct Mail Campaigns
Articles Copy writing articles Don't Read if You Like Your Current Direct Mail Campaigns
| Don't Read if You Like Your Current Direct Mail Campaigns |
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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. When a prospect picks up your envelope, together with his other post, he spends less than three seconds assessing whether or not to open it. Naturally, this problem means that direct marketers are tempted to "spill the beans" on the envelope; pushing their features and benefits, even the offer. This is a big mistake. 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. What they discovered: 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. Don't overdo it 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 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. Embrace your corporate art 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. 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: Prepared for the babyboom crisis? Then get Celine Horan's FREE report now! now! Celine Horan is a niche marketing strategist, gunslinger and industry expert who offers high level marketing support coupled with profit boosting, agency level copywriting services to the career development, recruitment, training and e-learning industry. |
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