The Perfect Pitch
In the mailroom at my apartment building in Manhattan, I have a chance to watch people sort through the barrage of magazines, bills, newspapers, self-mailers and personal letters they receive every day. As the owner of a direct marketing company, I find this chance to observe them fascinating. What I've found out: in a New York minute, these folks discard much of the mail unopened. That means the millions of dollars marketers have spent to pitch them have been wasted.
Want to make sure your direct mailing doesn't end up unread and in the trash? Use these ideas to create envelopes that stand out and get opened.
Keep it personal. If at all possible, don't stop at using the recipient's name in the address window. Personalize the envelope further by including a pre-printed note--ideally one that looks like handwriting--on the envelope that highlights how he or she will personally benefit from your offerings. Also, consider using a real stamp--even a third-class stamp--rather than a pre-printed permit notice.
An envelope with a "live stamp" seems more personal and has a better chance of being opened than an envelope marked third class. A "live stamp" is often costlier to use, but it may be worth the expense. Even if you're targeting a business audience, this is often true. Business-to-business mail is frequently screened and the person who goes though the mail is less likely to toss an envelope with a real, first-class stamp.
Opt for odd-sized envelopes. Larger- or smaller-than-normal packaging may cost more but it also attracts more attention than standard sizes. Any other distinctive package design elements--whether colors, images or shapes--can help you deliver your pitch too.
Don't bait and switch. If your strategy is to arouse curiosity, do so cleverly--and legitimately. I once received a mailing from "The Internal Revenue Bureau for Service" with a Washington, D.C. return-address. Well you can be sure I opened it thinking it was from the IRS, but it wasn't. Immediately, I felt tricked and had no interest in what was being pitched. Don't try to dupe recipients into opening up your mailing. If you do, the rest of your pitch will fall on deaf ears.
Breaking through the clutter of the mailroom is your first--and perhaps, most difficult--hurdle in the direct mail race. Use a little creativity and the personal touch in order to keep your pitch out of the waste bin.
