Even the most attractive of direct mail offers cannot generate sales unless people open up your envelope. With that in mind, listed below are some helpful tips to increase the open rate of your direct mail campaigns and ultimately increase sales:
- Use a live stamp instead of an indicia. The live stamp gives the envelope a more personalized appearance. In addition to the stamp, you can use a script font that resembles a handwritten envelope to increase the feel of personal mail.
- If your offer includes a coupon, incorporate the coupon into the letter and use a check background paper for the letter/coupon. Then use a window envelope to allow the check paper with the recipient’s name/address on it to show through the window. Giving the appearance of a check enclosed is a sure fire way to get the envelope opened.
- When using a closed envelope make use of interest generating teaser copy. For instance print “Gift Certificate Enclosed” on the envelope and make it stand out. Gift Certificates are inexpensive to print, add little to the cost of the mailing and only have a direct cost to you when they are redeemed. In addition, they can be used to generate sales of overstocked items that you are looking to move.
- Lastly, depending on your mailing list, either use brand awareness to your advantage or eliminate it. If the mailing is going out to previous clients, capitalize on this and print your company name and logo prominently on the envelope to increase recognition and your open rate. If you are prospecting to people you have never done business with before, consider using only your return address without your company name* to spark their interest of what’s inside.
As always, your experienced FNBR representatives are available at 888-988-8148 or firstname.lastname@example.org to discuss your options with you and help you come up with a mailing campaign that is well suited to the products or services you are promoting!
* Not allowed on Non-Profit Mail.
Related Post: 6 Steps to a Better Mailing Envelope
From concept to delivery by the post office, many details need to be taken into consideration when designing a mailing campaign. Some of the main areas of consideration are type of mailer to be used, full color or one ink, should you mail First Class or Standard Mail, to name a few.
One consideration that is extremely important, but often overlooked is “Time”. Many mailings are time sensitive and as such, budgeting enough time so that the mail is delivered in advance of your scheduled event or response date is imperative.
The following five steps must all be accounted for when you are trying to estimate the timeline for your mailing campaign:
- Mail Preparation
- Mail Delivery
The amount of time required for the design/proofing usually depends on you. It can be as little as a couple of days or as long as changes to the design continue to be made. The amount of time need for the printing and the mailing services usually falls in the 5-7 business day range. Specialty stocks and custom finishing take more time, and since each job is different, it’s always best to get an estimate for the amount of time needed from your FNBR representative.
Lastly, you need to take into account the amount of time that your mail piece needs to be delivered by the post office. A handy link for delivery time estimates is: https://ribbs.usps.gov/modernservicestandards/
When using this link, you must take into consideration if you are mailing First Class or Standard Mail and if your mailing list is local, regional, or national. The delivery times listed on the interactive maps are only estimates and other factors such as postal holidays, weather and high volume postal delivery periods need to be taken into consideration.
With time sensitive mail, it’s always better to budget extra time into your plans. It is better for your mail to get delivered a little before the day you prefer rather than after your event is over!
Contact FNBR at 888-988-8148 or email@example.com for help with your next marketing campaign.
Whether you are producing a postcard, brochure or an email blast, the advertising that you are sending out has two main components:
- The graphics that you have chosen, and
- The copy you have written.
While the purpose of the graphics is to catch the recipient’s eye, it is your copy that is going to sell your product or service. The following are some helpful hints to get the most out of your text.
First off, it is extremely important that you know the demographic makeup of your client base and that you write your text to cater to your clientele. For example, if your product is most useful for mothers with small children, then having your text highlight how your product will make their lives easier is an important selling point. Since your text will be gender specific, you likely will not have many males reading your ads, but what does it matter if they are not likely to purchase your product anyway. Knowing your clientele also makes purchasing a database easier and more profitable when you are looking for new leads. (See Demographics).
When people read your advertisement, the first thing that they will see is your headline – so make it count. If that headline doesn’t capture their interest, your ad will be tossed, no matter how good the rest of copy is. In one brief sentence, your headline needs to present what is unique and outstanding about your company/product and how your product or service will be of great benefit to them. It will require thought and effort to come up with a sensational headline, but the sales that a well written headline can generate will be well worth it.
Lastly, there are two driving factors that influence a potential buyer to purchase from you. For the most part, consumers are going to purchase for “analytical” or “impulsive” reasons. The analytic buyer is looking for the value in your product, while the impulse buyer is looking for the romance in your product. A well written ad should contain a blend of analytical and impulsive reasons to purchase your product. For instance, if you are marketing minivans, a well written ad would promote the practicality of the van for transporting a family, but would also promote the van’s sporty features.
A well written ad will require both time and effort on your part, but it is the best way to generate and increase sales!
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If you’d like to discuss how we can help you get your message out, call FNBR Inc. at 888-988-8148 or send us an email at firstname.lastname@example.org.