The X-Ray Mailer “Do Not Bend” Direct Mail Campaign

This post, I’m going to share a case study from one our long-standing, best producing, 3D Mail items, the x-ray mailer:

Rory Fatt, a consultant to the restaurant industry, first used this X-ray mailer, and his direct mailings have appeared in this e-newsletter many times over the years. I then saw it used by Bill Glazer in his menswear retail store.

You can see a copy of both campaigns here.

I was going through my swipe files preparing for the newsletter, and I counted 27 different industries that have successfully used this promotion that I have in my files. That doesn’t include all the anecdotal evidence I hear from clients all the time.

This example is in the B2B space, and it comes from long-time client Orlando Frasca. You can see the entire mail package at this link.

I suggest you take a good look at the sales letter at the link. It is a great example of packing a lot of punch into a one page letter. You know I’m a big fan of long form sales letters, but the short letter certainly has its place in your marketing arsenal.

I’m also a huge fan of phone follow up to pieces like this, especially if you’re in the B2B world, where you’re not restricted by a foolish ‘do not call’ list (just wait for a ‘do not mail list.’ It may be on its way).

I suggest at least a four step approach to this. Two mail pieces, sent 10 days a part, with phone calls a few days after each mail piece is delivered. Even better is six steps sequence, with three mail pieces sent 10 days a part. You should add a phone call between each piece.

You should continue with a mail piece and phone call once each month for several more months if these are highly targeted, highly valued prospects or clients.

Whenever you use the x-ray letter piece, you’ll want to use all three of the enclosed inserts; the letter, the x-ray and the prescription slip. The more ‘stuff’ you have in the envelope to fall out, catch attention, touch, etc., the better chance you have. If you’ve ever received a mail piece from most charities, there’s a lot of ‘stuff’ inside designed to get attention.

Marketing Tip Reader’s Only Special

This week only, you can get 10% off the X-Ray “Do Not Bend” package. Plus I’ll waive the $97 set up fee! Simply use Promo Code XRAY when you checkout.

Need some help or inspiration? I recorded a video that shows all the elements of the X-Ray Mailer here. You can also download and view 10 Different X-Ray letters here.

Still need some guidance? Call (360) 761-7382 to place your order and get any help you need for this or any direct mail service. We’re open M-F, 9am to 4pm.