I love going to the mailbox, and I am not alone. 85% of women aged 25-44 read direct mail vs the 53% that read email advertisements. There is still something satisfying about going out the box and finding stuff inside.
Yet, I am still regularly surprised about the tactics organizations use with direct marketing. It is such a grand opportunity to engage someone, yet it seems people design direct mail without considering how it will be received.
When it’s done right, I applaud. But other times it leaves me scratching my head. Who approved this?!
Here’s what I’m talking about:
I did not receive this mailing and the friend who sent it along confirmed that the age demographic of the receipt was logical. Oh the mail I look forward to receiving in 25 years!
My guess is that if the business name described the business, one might not open, but who could not read the teaser on the envelope. Can someone tell me why it was necessary to say “Free” and “Pre-paid”. It doesn’t even make sense.
Even though the teaser is bizarre, it still works—there is an offer and I want to know more! Well I really don’t, but I am not 75 either.
A lot good stuff in this package
I have to say the rest of the package is good. The letter is especially excellent. I think I would have highlighted on the emotional aspect. It is hidden but it is compelling: Who would not want to protect their family from falling victim to pressure of overspending at a time when they are emotionally vulnerable. Oh that is good. SEND ME MORE INFORMATION. RIGHT NOW.
The reply device is fine, but I would have highlighted the “no obligation to purchase” that is in the letter’s conclusion.
How did you hear about us? is a good question to know when you close a sale, but the offer is only for more information. Not a question I would put on this reply piece, especially since they are likely going to call and you can easily add that to the script. I would have asked for something that would help me move prospect towards the sale. Would you describe yourself as classic or modern? Innocent enough, but it would give me some clear direction on what to show them when it gets time to looking at urns.
Getting more envelopes opened
I think adding the emotional element on the envelope would make this package golden. WIN A PREPAID CREMATION! and protect your loved ones from overspending on funeral expenses. Details inside.
What do you think?
Looking for ways to improve your direct mail. Send me your last campaign and I would be happy to review. Promise I won’t post it without your permission. Get a mailing you would like me to review? Send it to my office. Thanks, Michele, for passing this along!
If you would like our free ebook on generating new leads for your business, then click below to receive the download!