People love to get snail mail because they can touch it and because they are not bombarded with it every day. I get five or less pieces of mail on most any day; I get at least 100 emails every day and I never read my Facebook feed anymore. Where are you more likely to get my attention?
Today I am specifically addressing mailing tips. I will give you content tips in a future post.
Do not run direct mail campaigns 60 days before an election. Every other October those five pieces of mail I get each day swell to at least 20 and I am so annoyed by all the political messages almost every piece of mail gets tossed with a very minimal glance. So much for standing out.
Use a postcard. Postcards are less expensive to mail than standard letters and they do not need to be opened. Never underestimate the importance of making your message impossible not to see. I get postcards and enveloped mail from CenturyLink; the envelopes get trashed unopened and the postcards get read first. (I still trash them because I do not want their television service.)
Use a stamp. If I do not recognize the return information on an envelope and there is not a physical stamp on it, I immediately think, “junk mail”. Feel free to use your office postage meter for correspondence to your established clients, but take the time to woo new clients with a real stamp.
Address your envelope/postcard by hand. I know it is more efficient to print, peel and stick labels and depending on the scale of your mailings it may be the only option. However, if you (or an assistant) can take the time to send a hand-written piece through the mail it is more likely to be noticed and opened. Postcard mailing services can use a font that looks like hand writing when they print/mail your cards.
Put a note on the outside of your envelope. Give me a reason to open your envelope. “Invitation enclosed.” “Here are your free tickets.” A quick description telling me why I want what is inside will lessen the chance your piece will be tossed unopened.
Use an exciting envelope. Most mail comes in a standard white #10 envelope. Use your branded colors and send me a green, blue or purple envelope. Add your photo or another awesome image somewhere on the envelope.
Visit your library. Many libraries have subscriptions to list services. Check to see if your local library has a business librarian who can show you how to use these services to create targeted lists such as newlyweds, home buyers, antique car owners or whatever criteria fits your potential customers. You can generally get a certain number of leads for free with your library card.
Experiment with these tips and use tracking to determine what converts best for you.
Until next time…
Have a great day,
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