Gimmicks to Getting Direct Mail Read

[fcajon]

What are some fun gimmicks that anyone has used to improve their response rates to their direct mail?

For example, I've heard of docs who have mailed letters out in paper lunch bags, ziploc bags, popcorn bags, pill bottles, etc.

I have the ability to get my enveloped hand addressed, which I think will improve response rates as well.

Any proven ideas??

[SamKane]

It depends on how much your budget and profit margin is.
A fedex letter is guaranteed to be read.But will your product
Justify this cost?

Make it seem like there is something inside and they WILL open it...

One gimmick: make it look like an international air mail.
One company has used an envelope that looks just like
An international air mail letter complete with colorful border
and a few words in a foreign language (instead of air mail, use POR AVION)
...This company has been using this as their control for over ten years...

Originally Posted by fcajon

What are some fun gimmicks that anyone has used to improve their response rates to their direct mail?

For example, I've heard of docs who have mailed letters out in paper lunch bags, ziploc bags, popcorn bags, pill bottles, etc.

I have the ability to get my enveloped hand addressed, which I think will improve response rates as well.

Any proven ideas??

[Bill Jeffels]

If you have the ability to get the envelopes hand addressed... do that.

People open mail that looks like a personal letter.

-Bill

[ksmike]

Lumpy mail always gets opened. If you can do this with your campaign somehow you'll love the response... if you have a killer sales letter and offer!

[Scott Murdaugh]

Is lumpy mail worth the extra cost? In my experience it's not, but I don't necessarily use it... Not saying I shouldn't, but does the ROI justify it?

Thanks,

-Scott

[Hugh Thyer]

Maybe a moderator can answer this one, but I've written a few blog entries on this very topic and I'd like to post some links.

But I don't want to do it if it's against the forum rules, so I'd appreciate knowing if it's OK.

Thanks

Hugh

[Scott Murdaugh]

Post the link...

I'm not a mod, but if it's on topic I'd say it's alright.

-Scott

[Hugh Thyer]

OK, well here are 3 posts I've written on getting your mail noticed and opened...

Getting your mail OPENED | Sales Come First

How To Get Your Mail Opened – Part II | Sales Come First

Lumpy Mail | Sales Come First

[Loren Woirhaye]

Some of it relates to list-selection. There's an old trick used
when soliciting to doctors with direct mail: use a doctor's
name (and "M.D.") in the return address. This, perceived as
a letter from a colleague, is more likely to get past the gatekeeper
who sorts the doctor's mail over the wastebasket.

Important-looking mail gets opened. Fake fedex/priority mail
things get opened. Fedex ones do, every time I'll bet.

If you are gaffing at my suggestion you use Fedex for
soliciting, it's because you aren't thinking in terms of
extremely-targeted likely buyers and a big-ticket product
or service. If you are trying to sell crap people don't need
to general lists of people hard-up-for-money (as many are
these days) you will get a rough surprise: even a plain
hand-addressed envelope won't work if you aren't selling
what they are buying and making and OFFER that gets 'em
hot.

There are only 3 reasons people respond to direct mail
offers:

1. PRICE - meaning they can get it cheaper from YOU!
2. CONVENIENCE - meaning you make it much easier for
them to get it.
3. EXCLUSIVITY - you sell what they cannot get elsewhere,
at least not conveniently.

Try to get your hands on Denny Hatch's ""Million Dollar Mailings" -
there is a lot of stuff about getting mail opened in it... and not
a single one of the mailings went out in a plain envelope... they
all were clearly solicitations with copy on the envelope... and
all were hugely successful.

If you DO put copy on the envelope or use 3rd-class be aware of
the dumpster factor: disgruntled postal workers throwing away your
mail... or, for 1st-class, selling it on the black-market for the
stamps.

[Loren Woirhaye]

I was up in Maine on vacation... with no internet. I'm also in the
process of moving so a lot more of my time is spent doing stuff
other than sitting on my butt poking buttons.

That's a great example of how you can choose a business you
want as a client and just go after them. When you start to think
in those terms splurging on postage is no big deal.

[zeroeight]

Here's some of the tricks I use with direct mail

1)Use Real Stamps Not Printed Ones
2)Don't Use Logo's On Envelopes
3)Handwrite The Envelope
4)Use A Bigger Size Font On Envelopes
5)Try a Different Colour Envelope Instead Of White
6)Write a Teaser On The Envelope

[Chris Ramsey]

Originally Posted by Paul McQuillan

Hand addressed with no return address or just an address. I like a blue ink

If I were to get a hand written letter with a local address, I would open it.

Most would and do

I second this.

[Collette]

I'm assuming you're asking for your own mailing program, so:

Handwritten address
Blue ink
Local return address, no office name

Simple, easy, and cheap.

That'll get your letters opened. Getting them read is a whole 'nother thing.

[AZ]

Have you tried different color envelopes? Blue is a selling color and often can get the person to look at it. Also i have tried post cards before and seems to have a decent response rate too -

[Justin Mandel]

Clayton Makepeace just put this up on his blog, so you probably should check it out

"How to Choose the Most Powerful Format for For Your Next Direct Mail Promotion"

[dtendrich]

I didn't read the other responses, so if this is all a re-run then I apologize, but this is what I would do:

-Make your envelope a color that relates to your target market
-Handwritten addresses (use girls for this - girls have nicer handwriting)
-Put stamp at an angle (looks like a real person just slapped it on)
-Put a sticker seal on the back (makes it look special, and the fact that it's "sealed" closed makes people intrigued to open it)