Keeping Your Mail Out of the Trash
Do you suspect that your direct mail is getting thrown in the trash BEFORE it is even opened?
If you use Direct Mail to grow your business and increase sales then perhaps your greatest challenge is actually getting the envelope opened.
Because lets face it, even the greatest direct mail piece in the world is as ‘effective as screen doors on a submarine’ if the envelope it arrives in just gets thrown in the trash before it is even opened.
With that in mind, here are 5 Direct Mail Secrets that you cn use to increase the chances that your direct mail will get opened every time.
1. Hand Address the Envelope. Use a reflex blue pen (yes it does make a difference) and write: “To the Owner” (Or manager or homeowner etc) people almost always open had-addresed envelopes. (No logo on the envelope!). Handwriting captures your customers’ attention and sends them a friendly, personalized message. And, most importantly, real handwriting improves your direct mail response rates by a staggering 300% or more!
2. Send Your Mail in a Box. Because boxes ALWAYS get opened!
3. Lumpy Mail. Include a pen or some kind of grabber inside. You will be amazed at the increase in your open rates!
4. Use a ‘Johnson Box’ on the Envelope. EG: “Inside …7 Ways to Save Money on Your Health Insurance…”
5. Send it ‘Registered’ Mail. A fellow copywriter here in Australia sent 50 prospects $10.00 each stapeled to the topof his letter with the headline”If You Want More Money in Your Business – Call Me!” He picked up over $100,000 from that one promotion.
Hint: If I was given the choice between sending 50 prospects $10 each or placing a $500 ad in my local paper, I would choose the money every time. Why? Because I would have 500 people telling their friends – “Look! This marketing guy just sent me $10 in the mail!”
