Page 190 - Duct Tape Marketing

Direct Mail Is an Ideal Target Medium

Outer Envelope
Theories abound on what works and what doesn’t when it comes

to getting your letter opened. Some of the variables in the mix have
to do with the industry you are in, but as a rule, a simple #10 stan-
dard envelope, laser personalized, featuring your company logo, your
return address, and a real stamp, is the best package.

There are direct mail gurus out there who will tell you that
you need clever teaser copy to get your mail opened, or you need
to make your envelope look very official or like an invoice. While
these ploys may indeed get your mail opened, they can backfire, as
they are a bit dishonest. Make your envelope look very important,
and make it look as though the recipient is the only person you sent
the letter to.

What Postage Rate?
Again, if you want your letter to look as though it was sent solely

to the addressee, you are better off with a real stamp over a mailing
permit. Depending on the number of people you are sending your
letter to, you may also find first-class mail postage to be your best
bet. No one can officially verify this, but studies have shown up to 25
percent of presort standard (bulk) mail does not reach its destination.
This statistic, coupled with the fact that a bulk rate stamp signifies,
well, bulk, makes first-class stamps an attractive choice. (This, of
course, is a variable that you can test!)

I guess this is the point where I must add a caveat. Everything I
have said about the right way to prepare your direct mail package is
wrong—if your testing can prove it so. I can’t overemphasize the need
to test many elements of your direct mail package. I have personally
experienced 300 percent response increases by changing the headline
of a letter.

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