Dec 15

Dear Reader,

Y’know, I’m not very excited about most mail that I receive; are you?

There is an exception though, and that is bulky mail or mail with some “thing” in it.

Those I find irresistable; it’s a bit like Christmas, isn’t it?

3D mail packages are exciting to the addressee, and are vastly underplayed. Somethings to consider:

Hone your target down to definite prospects; users of your service(s) and/or product(s);

Get your name on the thingy you are enclosing, and keep it relevant to what you offer; make your company memorable by it;

Avail more if they wish upon a visit or what have you;

Test against a non 3D mailing; you will be stunned at the difference in response*
(*Keep in mind that creative contributes about 20% to the overall response, the balance coming from the list and the offer.)

So give it a try and let me know the results.

Michael

Dec 6

Size Matters

Yes it does dear Reader. In many ways.
First of all, if you look at postage rates, you are charged more for large sizes, same weight, than for small sizes. Check with your PO to be sure you are getting the biggest bang for your buck.
From a Direct Mail perspective, you will make a larger impact with a larger sized mail piece. The trick is to go to the maximum size allowable at the lowest rate available.
A 6 x 9 envelope has 54 sq, inches of “real estate”; a #10 envelope has less than 40. That is definitely some extra room in which to state your case, front and back. More curb appeal, if you will…
Let’s face it, a lot of people, although they have to look at their mail, just look at the covers…they are judging your book by your cover. And deciding quickly - stay or go, open or toss…
Take advantage of that moment and that instant engagement; tease the offer, entice them with beauty, money, reward,right on the cover. Get them to go inside; that’s where the action is. Make that space work for you and grow your ROI.
Go big, or go home.
Michael