There are many different formats and designs to choose from when
planning a direct-mail campaign. Finding the right format for your
offer, niche, and budget is critical to the success of your campaign.
Below are some of the most popular mail formats...
1). Letter package. The most common format
is a basic letter package. In general, the package would consist of a
letter, an order card or form, a brochure, and the outer envelope.
Sometimes, there's a lift note included. A lift note is a little note
(perhaps 6 x 9 inches) that looks very personal--and may even be made to
look as though it's been written out by hand on stationery.
Some marketers do interesting things with the envelopes by making
them look "official." They may put words on them like "Verified Mail"
and "Confirmation Number." Or they may create a sense of urgency with
words like "Express Letter Service," "Rush," and "High Priority
Contents." These are all ways to make sure your package gets noticed and
moved to the top of the pile.
2). Self-mailer. Self-mailers are very versatile, and
there are a variety of ways you can use them. They're mailed just like a
magazine. There are many types of self-mailers, but here are three
favorites:
Slim Jim. This ranges in size from 6 x 10 to 61/8 x 111/2
inches. The J. Peterman catalog is famous for its use of the Slim Jim
format. There's a quality of elegance to this size and shape.
Magalog. The size is around 8 x 11 inches. It's floppy, full
of color, and made to look like an actual magazine--but it's not. It's
actually a sales letter. This is very commonly used in health supplement
and nutritional marketing.
Digest. It looks like a little booklet, kind of like Reader's Digest.
The size is usually around 6 x 9 inches. This kind of piece is very
appealing to people. It feels good in the hand and looks like it would
be fun to read.
3). Postcard. Generally, the least expensive type of
direct-mail format is a postcard. Postcards are like self-mailers but
with a lot less sales copy. You get the benefit of the prospect seeing
your sales copy right away instead of having to open an envelope. Your
prospect can read the headline and see what the offer is at a glance.
4). CD mailers. This format is
really a cross between a standard mail piece and dimensional mail. It
mails flat, but when it's received, you can feel something lumpy inside.
That's what helps get this mail package opened.
The mailer should include a short letter or lift note and be
personalized. But don't present the offer in the letter. If you do, the
prospect will have no reason to listen to the CD and will completely
miss the most powerful sales tool in the package.
The CD mailer can deliver a powerful message. Not only do you get to
connect with prospects through a letter, they also get to hear your
voice and listen to your enthusiasm about whatever you are offering.
Make it easy for prospects to respond by including a phone number or web
address on the CD.
5). Dimensional mail. If you want to mail something
that's really going to stand out in the mailbox, then dimensional mail
is your best option. Use dimensional mail to get people's attention in
hard-to-reach niches, such as medical professionals or business
executives who have gatekeepers who screen their mail.
Dimensional mail has a much higher opening rate than traditional
direct mail, and it's easy to see why. A mail package with something
lumpy inside will spark the curiosity of the person receiving it.
Dimensional mail can be used very successfully by small businesses
targeting a small customer file. If you're looking for a high response
from 500 to 1,000 people and you can afford a higher mailing cost, then
dimensional mail is definitely the way to go. It will get the customers'
attention and get them to respond.
6). Shock-and-awe package. This marketing method is
an elaborate package that you send to people who have specifically
requested information about your products and services, and/or have
already placed an order with you. The idea is to exceed their
expectations, engage their interest, and build their loyalty--and
perhaps even a sense of obligation to you--by sending them a package of
materials and goodies that's unexpected and so impressive that it takes
their breath away.
These packages should include as many items, and as wide a variety of
items, as possible. You want it to be exciting to go through and look
like there's a lot going on there. Whatever you put in your package
should be branded with your name and logo. You want the recipient to
think of you every time he or she uses your mug, looks at your imprinted
calendar or reads through the materials you sent.
These packages can be expensive to put together. But they also can be one of the best ways to spend your marketing dollar.
Source: Entrepreneur.com
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