The Correct Tool for a Successful Direct Mail Campaign

As you know, I love using a common theme throughout a direct mail campaign. In the past we’ve talked about using “money” themes, “headache relieving” themes, and “are you lost” themes.

This month is the first step in a “add to your toolbox,” or “build a better business” theme. It could be carried over an entire campaign for a particular product or service, a product launch, or an event or seminar you are hosting. The list is endless.

I first saw the “Build a better business” theme used my Dan Kennedy for his Super Conference he hosted years ago. I’ve since seen it used in a variety of ways, by Dan himself in subsequent campaigns, Alex Mandossian for his boot camp, and by other smart marketers and businesses.

You’ll notice I used extensive teaser copy on the outside of the envelope which you can see here. The envelope needs to be given as much thought as your letter. It’s the first thing your prospect or client is going to see, so you better make it count and certainly don’t leave it up to somebody else to decide what to do with it. Essentially the ‘rules’ are the same when using 3D Mail as they are with regular mail.

I suggest you take a look at the letter template here.

When prospecting cold clients with 3D Mail, for my money, the ‘blind’ or ‘semi-blind’ is the approach I would take. In a true ‘blind’ approach there’s no return address, no name, no teaser copy, no nothing. Just the prospect’s address.

In ‘semi-blind’ (usually my preferred choice with prospecting), there is a return address, perhaps a person’s name, but no business name, and certainly no Suite numbers or PO Boxes, which screams “SOLICITATION.”

I’ve gone as far to encourage clients to use their home address as the return if a suite number or PO Box is used for the business. We used this same formula extremely successfully for 15 years in a prospecting letter we used for American Retail Supply, which I’ve shared in this newsletter before.

The flip side is using ‘teaser copy’ on the outside of the envelope. With this, your goal is to ‘sell’ the prospect that they need to open and read the letter inside. You may also hear me and others call it, “Junking up” the envelope. As a general rule (admittedly a rule I break all too often), if you’re going to use teaser copy, use it. Use every inch that envelope has. Once the cat’s out of the bag there’s no getting him back in, so if you’re going to go, go all the way.

The outside of the envelope is a great place to use your bullet points, testimonials or your biggest and strongest benefits. If you’re giving away premiums with purchase, appointment, etc. the envelope is a great place to tell them and put a picture of the freebie(s).

You can also use the “official looking” type mailing envelopes that are made to resemble Fed Ex and USPS Express envelopes. There are a ton of options, some of which you can find at our website.

So what do you do when you’re mailing to current clients?

Again, another big, general rule of thumb is to use your name and business. After all, they’ve done business with you and should have some level of name recognition and trust. So, as with my teaser copy rule above, if you’re going to disclose that it’s “business” mail, you might as well go all out and use every last inch of that envelope.

As you hopefully know, we can print, and mail any direct mail campaign. It’s quick and easy. Just give us a call and we can set it up for you, 888-250-1834, or you can contact us here and let us know about your campaign.