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
Every direct mail letter should strive to make a connection between the letter writer and the recipient. Response rates can be dramatically increased by forming a common bond between the writer and the recipient.
The first step in creating such a bond is to know your mailing list. By studying the demographics of the mailing list, the letter can be carefully crafted to draw in the reader, and the longer that your letter engages the reader, the more likely you are to receive a response.
- In the first scenario, the agent writes a generic letter that extols the benefits of a new policy her company is promoting.
- In the second scenario, the agent makes use of the knowledge that when she purchased her mailing list she had used a “Presence of Children” demographic selection. With this knowledge in mind, she opens her letter by saying…”With three small children of my own, I often wonder what would happen to them if something were to happen to me.”
Every parent at one time or another has worried about how their children would be taken care of if something were to happen to them. With that simple opening sentence, she has now made a connection with the recipients of her letters. The recipients now have a common bond to the letter writer and a reason to keep on reading. The balance of the letter still goes on to promote the insurance policy.
- There are no additional out of pocket costs to write a letter that creates a bond between the recipient and yourself.
- Improved response rates that are generated when a bond is created and that means additional revenue in your pocket.
Take the time to analyze your database and then create that special letter, which will make a connection between you and the recipient, you’ll be glad you did.
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Consumer Demographics help make a strong connection.
With FNBR’s mailing services, we can help you create a connection.
About FNBR Incorporated
FNBR is a marketing company located in Tampa, Florida. FNBR offers mailing lists, database management services, typesetting and graphic design services, printing and bindery services, email marketing, and complete direct mail services to companies throughout the U.S. and Canada. FNBR can be reached at 1-888-988-8148.
It seems that many advertisers have forgotten how effectively a well written letter can generate new business. There are many scenarios where a simple letter can get you results above and beyond the results that a postcard or brochure can.
Letters work best where a touch of personalization makes a difference. For example, letters are an excellent way to get back customers that have stopped doing business with you. A well written “We want you back” letter can bring many customers back before you become forgotten.
I have made it a point of saying a “well” written letter throughout this article. It is important to take the time to write a well thought out letter that will be positively received by the recipient. The letter should be written so that it is addressing the interests and concerns of your potential clients. Let’s face it, other than knowing that you are a reputable firm, these clients don’t want information on your company, what they want to know is how you can help them. It is best to make the letter about them, not you.
- Keep the letter on a one to one level and make it conversational.
- Try testing different lengths and approaches.
- Give the letters a human touch and try to find a common ground with the recipient.
- Use a live stamp for personalization.
- Make it easy to reply to the letter and offer something to get a response.