- Message needs to be catchy, clear and concise to draw the recipient’s attention. All mail is faced in the same direction when placed in mailboxes by the postman. Therefore, a person taking mail from their mailbox always looks at the address side of the mail. If it is a bill or something that is of interest, they put it in a pile. If it is “solicitation mail” they may or may not keep it. One major key in encouraging a person to at least turn it over to see the pretty picture (which many people insist on using on the back side of a direct mail piece) is to have a catchy marketing phrase or tag line on the front address side of sufficient size, color, content to catch the attention of the recipient. This tag line must register with the recipient within 1-2 seconds or the piece will probably get tossed in the garbage with its message on the back or inside gone forever.
- Size of a marketing piece matters. Most mail is either a #10 size envelope or smaller. If a marketing piece is made larger (such as 6" tall by 11.5" wide, which will not increase postage on standard mail) then this piece will stick up and out from the stack of mail coming out of the mailbox. This improves the chance of being seen.
- Timing of a marketing piece matters. I’ve always felt the best day to have a piece in a recipients mailbox is Tuesday. This is usually the slowest mail day of the week. This improves the chance of being seen. Tuesday delivery is sometimes hard to accomplish, however. DDU mail drops along with “requested delivery dates” on the mail bundles often helps accomplish this.
- Official looking mail is out. Preparing marketing mail to appear to be an “official” type of mailing went out with the hula hoop. Rather than pretend the piece is something it is not, just be up front – sell what you have – not Savings Bonds.
4 years ago
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