October 7, 2010
Create Unusual Mailings
Service businesses such as insurance, landscape, accounting, medical care or restaurant to name a few, should by now understand the importance that a successful mass mailer can have on their company.
By mailing hundreds of pieces every year, increase response by a small fraction can be worth lots of money over the “lifetime” of the customer. Because successful mailings can be worth so much, direct mailers have come up with many creative approaches to get the recipient to open their message.
So, how do you get from the “to oblivion” pile and into the “to open” stack? Here are a few ideas to create an unusual mailing:
• Hand address your envelopes. More people will open an envelope that been written out than one that has been computer generated.
• Use “live” stamps. Set your correspondence apart by using older stamps or theme stamps. This is efficient enough on small quantity mailers
• Use an unusual envelope. Another approach is to getting noticed is the use of colored or translucent envelopes. (Available at Aloha)
• An envelope with something “lumpy” in it will almost always get opened. Try a pen, a key chain or something tailored to your audience.
• Create a “mystery”. Aloha can print your envelope with a graphic or saying that gets your envelope opened, “Benefits Inside” “Limited Time” or “Yours Free” will catch the attention of the reader who’ll want to open it out of curiosity.
• Create a “Wanted” postcard. It can be a wanted postcard or a milk carton graphic with your picture on it. Your headline can be as simple as “Have you seen this man?” and end it with contact information.
• Showcase your business. Have Aloha create a full color postcard with photos that show off your services. For more credibility, use your own photos rather than stock photos.
• Bigger is better. Instead of the standard 4×6 postcard, make is bigger. Larger sized postcards or postcards with shape will stand out and get more notice in the mailbox.
• It’s all a puzzle. People like fun, intriguing things. Create your message on puzzle pieces that your client will have to put together. Put them into an envelope with a printed comment on the outside such as “Could you help us with this puzzle?”
There is not limitation to what your imagination can create. Let it run wild. Your point is to get noticed and creative mailings would do it.
Let us know if you have a unusual marketing idea you’d like to share.
For more information about creative mailings and our mail fulfillment options, please call Aloha Print and Copy @ (770) 642-1642
September 14, 2009
Effective Ideas to Improve Your Direct Mail Response
In every business, a good marketer plans their strategy to get customers to come and spend their money. The internet has exploded with ways to try and getting the attention of prospective buyers. Email boxes have been loaded up with offers. Unfortunately, a lot of marketing emails get classified as spam if received from an unknown business or individual. Businesses are now turning to blogs and ezines to get their message out. Competition is fierce out in land of the internet
Ladies and gentlemen, the internet cannot convey your message more effectively than a direct mail piece. Direct mail cannot be deleted like email without being looked at first. It must be handled first before it is examined
Direct mail is still the most popular way to get information out regarding your company, service or product. It’s a powerful tool, reaching your current and prospective customers, eliminating the need for cold calling while generating leads. An effective mail piece should be eye-catching, appealing to the reader while holding their interest.
Here are a few tips to create a successful direct mail campaign to get you noticed.
The most powerful two letters in direct marketing: P.S. Use it on every direct mail letter you send out. It is most often the first thing the recipient reads. It is used to motivate, entice or as a call to action.
Use handwriting in your message. On a marketing letter, use it as your P.S. or make a quick note on a postcard “Thought you’d be interested in…” It gives your message a personal touch.
Speaking of handwriting…address your envelope and postcards in your own handwriting. AND use a live stamp rather than a preprinted indicia or a metered stamp. Studies show that the recipient is more likely to look at the mail piece than one that looks automated. This can be cost-effective on smaller mail campaigns.
Change is good. Vary your mailing format each time you send something out. Use self-mailers, postcards, letters, brochures, and catalogs. Change your format so that prospects don’t get in the habit of recognizing the same mailing piece each time.
Instead of a standard 4” x 6” postcard, make it larger. Postcards themselves will stand out from other mail, but an oversize postcard will get their attention quicker. Be creative with glossy colored images.
Use off-season or unusual holidays to stimulate business. Groundhog Day, Friday the 13th, Leap Day, National Chocolate Week are all great opportunities to send out mailings.
Put an unusual tagline, message, teaser comment or graphic on the outside of your envelope. Never just send a plain white envelope, it will look like junk mail.
Instead of the usual coupons, create a simulated check to promote a discount. Create it to look like an actual check. For a final touch, put a tagline on a window envelope “Our Gift to You” or “Your Stimulus Check is Enclosed,” Let the “check” show through the window.
When sending out direct mail letters, highlight in most important information of the letter. Bold or italic type will work. Or if your budget allows, a contrasting color will also stand out. This ensures that the reader’s attention is grabbed making them go back to read the entire contents of the letter.
Kill two birds with one stone. For most businesses, mailing out invoices is a perfect way to advertise a product, service or special discount to your customers. Be sure to change your message each month.
For more information about Direct Mail, Mail Fulfilment and what Aloha Print and Copy can do for you, call us at (770) 642-1642.
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