The X-Ray Mailer – A B2C Direct Mail Example

This week, I’m sharing a few case study from one our long-standing, best producing, 3D Mail items, the x-ray mailer. Yesterday I shared a very cool B2B version of the x-ray mailer. You can see the full case study, and the entire mail package at this link.

This case study comes from Dr. McGrath of Atlantic Spine and Joint Institute. It’s a letter sent to those with knee pain. With Dr. McGrath we got a little creative, specifically with the “x-ray” portion of the package, which you can see here.

We removed typical smile that we use (you can see a ‘typical’ version here) with a knee join and even added a bit of color. The doctor targeted Medicare recipient’s over a certain income level, a list we were able to provide for the doctor. You can see the entire mail package here.

The letter follows the proven letter writing formula: Attention, Interest, Desire, Action (AIDA), which, briefly, is:

A – Attention (Awareness): Attract the attention of the customer.

I – Interest: Raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).

D – Desire: Convince customers that they want and desire the product or service and that it will satisfy their needs.

A – Action: Lead customers towards taking action and/or purchasing.

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, you’ll notice 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” 3-piece 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? Give us a call at (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.