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Experienced Direct Mailer's ONLY

by abbot Banned
17 replies
I myself would not consider myself very experienced in direct mailing. In fact, I would venture to say that DM is a large hole in my marketing.

I'm looking to send hotel/resort owners some documents locally. I would like some insight here...

Should I go with the old school envelope?

Or perhaps something with a bit more 'quality' I know when it comes to DM it's not about looking professional more so getting it in the hands of a decision maker.

I stumbled across these earlier this week and am looking for some insight.

https://store.usps.com/store/browse/...ippingSupplies

Basically a document envelope. In my 'inexperienced' eyes, this COULD yield a much higher open rate. It COULD also make these documents seem more important.

Obviously I'm going to execute all other aspects of the campaign such as copy, call to action, follow up etc...I will also run a split test. I just wanted some input from some seasoned members.

That being said, don't leave input if you have only mailed 20-30 letters to local plumbers...I'm seeking the advice from those who have mailed hundreds of sealed pieces. And maybe perhaps used these before.

Mitch
#direct #experienced #mailer
  • Profile picture of the author kenmichaels
    In my experience, it is not what you send... but how many times you send it.


    Do a search for Bob Ross.
    He is someone who does a lot of DM. and has threads discussing the best ways to do it.
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    • Profile picture of the author abbot
      Banned
      Originally Posted by kenmichaels View Post

      In my experience, it is not what you send... but how many times you send it.


      Do a search for Bob Ross.
      He is someone who does a lot of DM. and has a threads discussing the best ways to do it.
      Thanks ken,

      I was actually hoping bob was snooping around and saw this thread.
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      • Profile picture of the author smallbusinesstoolkit
        Hi

        I do mail shots on regular basis to promote my offline business.
        Here is my experience

        1.Use just regular but decent looking envelopes from supermarket , don`t bother with ordering special envelopes with your logo , etc . Many people seeing logos on envelope will think "advertising" straight away and bin them.

        2.Do not use labels or automated printing on envelopes , WRITE ON THEM MANUALLY, or hire someone to do it. Personalized letter is rare thing nowadays so you will attract more attention and your prospects will appreciate that you`ve put extra effort.Opening rate will be much higher also for reason from point 1.
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        • Profile picture of the author abbot
          Banned
          Originally Posted by smallbusinesstoolkit View Post

          Hi

          I do mail shots on regular basis to promote my offline business.
          Here is my experience

          1.Use just regular but decent looking envelopes from supermarket , don`t bother with ordering special envelopes with your logo , etc . Many people seeing logos on envelope will think "advertising" straight away and bin them.

          2.Do not use labels or automated printing on envelopes , WRITE ON THEM MANUALLY, or hire someone to do it. Personalized letter is rare thing nowadays so you will attract more attention and your prospects will appreciate that you`ve put extra effort.Opening rate will be much higher also for reason from point 1.
          Thanks for the input. However I know that stuff.

          I should rephrase myself, I'm not a complete noob to DM. I have been doing it successfully since the start of my business. Just not in the thousands like I would like to.

          I have always done the old school style. But I have never seen anyone talking about mailing sales copy in document packaging like this.
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  • Profile picture of the author misterme
    No personal experience here with that but from what I've heard, they may get higher opens but it's been done before and may have lost its punch. If your competitors are mailing in regular envelopes, regular mail, this could out pull. You linked to a priority mail envelope and if you buy that from USPS you'll pay priority mail rates. The alternative is a firm or two that sells envelopes with a priority look, but not the priority service, so you get the envelope without having to pay priority rates, like signshopper.net.
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    • Profile picture of the author smallbusinesstoolkit
      I have seen something like that a few years ago.
      A loan company posted leaflets looking almost the same as post office slip "sorry we missed you".
      Printed on the same regular matt paper , same fonts ,same colors similar "office sounding" language.

      It really get my attention as I thought it maybe some letter or parcel waiting for me in the post office...
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  • Profile picture of the author bob ross
    I'm always snooping around here for sure.

    Sending a priority envelope will get opened every time, I don't think you'll EVER have someone throw it out without opening it first. It's just going to be wicked expensive at $5 per envelope.

    Postcards are cheap and super effective, especially if you do a campaign where you send three that get progressively bigger in size (4x6, 8.5x5.5, 6x11) and even mix the letter in between one of them. Too many people do one mailing and wonder why it didn't work well.

    Effective postcard mailing requires you to send multiple times, and almost any campaign will see bigger results on the 3rd, 4th, and 5th mailings to the same list. Just keep mailing in order to see responses.

    I don't know what you're selling them or what a client is worth to you but if it's a big amount, just imagine sending a 4x6 postcard, then an 8.5x5.5, then a letter, then a 6x11, then a final letter, (and preferably a phone call in there somewhere).
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  • Profile picture of the author Virtualghost
    You will first have to get past the gatekeepers of the business and in the hands of owners.You could try putting something on envelope like"I am interested in your services"this way the business will think you want their services and not that your promoting yours.Get a better open rate.
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    • Profile picture of the author Eddie Spangler
      Originally Posted by Virtualghost View Post

      You will first have to get past the gatekeepers of the business and in the hands of owners.You could try putting something on envelope like"I am interested in your services"this way the business will think you want their services and not that your promoting yours.Get a better open rate.

      Can you think of anything even more stooopid to do:confused:
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      • Profile picture of the author Virtualghost
        Originally Posted by Eddie Spangler View Post


        Can you think of anything even more stooopid to do:confused:
        May think it's stupid but I have seen 10,000 pieces go into the garbage weekly in my past position at the post office.And 35 years of experience tells me what works.My sales in excess of $100,000 annually promoting post office admail service,thinkI may know what I am talking about.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by Virtualghost View Post

          May think it's stupid but I have seen 10,000 pieces go into the garbage weekly in my past position at the post office.And 35 years of experience tells me what works.My sales in excess of $100,000 annually promoting post office admail service,thinkI may know what I am talking about.
          It's called a "False Beta". Getting someone to open an envelope by tricking them. This approach guarantees two things;
          !) The envelope will be opened. The letter will be seen.
          2) They will not buy from you, because the first thing out of your mouth is a lie.

          Have you ever had a real customer write on the envelope "I am interested in your services"? No. The answer is No.
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  • Profile picture of the author Rearden
    If you do multi-step mailers, make sure your offer nets enough profit to justify multiple drops.

    Naturally, make sure your list is rock-solid, too, in that case.
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    • Profile picture of the author abbot
      Banned
      These clients will render no less then 1k/mo. From what I have read, I believe I will revise my list here. Then I will set up a series of mailers. I will hit them with the priority envelope last. And of course email and phone follow ups.

      I don't mind high postage. I can sell to these guys easy.
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  • Profile picture of the author vndnbrgj
    You can also get FedEx envelopes for free from your local FedEx office.
    I usually grab 15 at a time.
    Then you can mail them through the post office for under $2 each.
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    • Profile picture of the author Irish Intuition
      It is VERY easy to create a direct mail piece the compels
      people to open... The bigger issue is making sure it lands
      in the right hands.

      Many times we can mail to the wrong person at the business,
      or worse yet it is addressed to the business! (doom)

      Depending upon how small the business is we are mailing to,
      the external part of the mailer (envelope) is as important as
      what it is addressed to.

      Fed-Ex can work VERY well. Just keep in mind even if you
      get past all the barriers to get read, it better be able to sell.

      Whether that be to sell them your service or sell them on the
      fact they need to contact you for more info.

      Putting a flyer or some crappy written letter in it will shuttle
      the thing quickly to the trash.

      Put effort into the WHOLE mailer and success will increase.
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      • Profile picture of the author abbot
        Banned
        Thanks for the tips, I will check into the fededx envelopes too. I'm not worried about the copy. All I care about is the envelopes. The rest is taken care of.
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  • Profile picture of the author Anthony Carrera
    im pretty experienced in direct mail ive mailed thousands of letters.... bottom line is get off the internet and start sending letters no one can answer your questions like the cold hard statistics of your campaign as you seem to know the direct marketing do's and dont's at least on a theoretical basis.
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