Split Testing - Letter vs. Postcards

SkyeFWP;
Having your mail (mostly 3rd class bulk) discarded before delivery used to be a problem, but it really isn't now. it's been years sinse I've seen that happen, to myself or anyone I know.

Having your mail thrown away by the prospect before opening is a problem.

Kennedy and other mailers like postcards because they are cheaper to mail, and cheaper to print. Also, it's impossible for the recipient to not see the offer. There is nothing to open. They are used almost exclusively for lead generation.

Letters are used to sell. This isn't a hard rule, but it's what I see, and do.

Again awesome feedback guys!

The client is already mine and is a restaurant - We're about to run the "Birthday offer" and I've noticed Rory Fatt (Who DK consults) is using postcards -

I intended to create a custom card too but more like a traditional handwritten greetings card from the owner to the customer and envelope it (hand written of course).

The most successful people doing this use postcards and maybe that's the answer (because the prospect value is low) - I'll test both approaches I think - print 50% greetings cards and 50% postcards - the worry is if one proves to be better thant he other I may have wasted some of his money

Hence trying to understand what's most likely to be the best approach before committing someone elses money.

Postcards still work great. The problem is too many people see use them incorrectly.

Don't get flashy, full-colored postcards printed, as they are instantly recognized as junk mail, even if they have real value in the message.

Use black text on white, canary, or salmon card stock, as this has a feel of formality (this is how many types of bills arrive), and will most likely get your message read.

Finally, Don't try to close the sale with a postcard. Focus on creating a strong value proposition in your headline and subheadlines - focus on problem solving, and use strong, supporting body text. You're not trying to sell the whole farm, just hit enough buying triggers to get them to take the call to action, which is a phone call, a text message, or visiting a landing page.

If you don't have a list, Every Door Direct Mail is a fantastic way to saturate certain markets for what amounts to chump change.

I'll throw this in to add value:

If you lead generate, DEFINITELY use Business Reply Mail.

The ENTIRE Mortgage Protection and Final Expense Industry is built upon this model, which is:

1) Send a postcard/letter/snap pack with a detachable, postage-paid reply card for recipients to request more information about.
2) Depending on your strategy, begin following up with the prospect either belly-to-belly (just show up at the door like I do), set an appointment, or begin a sales-letter selling campaign, like Claude described.

What works best? No one can tell you -- you gotta test the variables.

For example, I have found that snap pack mailers work better than letters or postcards for final expense mailings. We literally get a 50% to 100% increase in response, without degradation of response quality.

Why? Snap pack mailers look like official documentation from a collector or from the government -- sometimes they even look like checks. However, because they are sent out 3rd class, the postage rate is significantly less, and open rate is much better than 3rd class letter mail.

However, I "mass mail" my direct mail with little targeting beyond age and basic income strata. You may need more customization if you're targeting your audience with a laser beam.

Have any of you tried these massive mailings from Outrageous Marketing?

Outrageous Marketing Products While You Were 0ut Blank