How often do you get important looking envelopes from important looking addresses marked URGENT FINANCIAL INFORMATION or TIME SENSITIVE MATERIAL… and they contains nothing urgent at all?
I understand that the burden of whether or not a mailer will be opened falls mostly on the envelope. And having worked on over 100 direct mail campaigns over the years, I have sat in on many brainstorming sessions to decide not just what goes in the envelope but what goes on it. But getting your mailer opened by creating a false sense of urgency or just misrepresenting the content takes it too far. Do marketers really think that lying will help the brand sell?
Here are some common sense tips that don’t involve lying but may increase the likelihood of your mailer being opened.
- Try unusual color, odd sizes or shapes
- Personalize
- Make it relevant: develop content based on audience segmentation to ensure relevancy.
- Just simply define the benefit/offer if there is a strong one
- User a teaser
- Don’t target the same audience excessively….and if you do need to mail regularly, keep it fresh
I understand that the burden of whether or not a mailer will be opened falls mostly on the envelope. And having worked on over 100 direct mail campaigns over the years, I have sat in on many brainstorming sessions to decide not just what goes in the envelope but what goes on it. But getting your mailer opened by creating a false sense of urgency or just misrepresenting the content takes it too far. Do marketers really think that lying will help the brand sell?
Here are some common sense tips that don’t involve lying but may increase the likelihood of your mailer being opened.
- Try unusual color, odd sizes or shapes
- Personalize
- Make it relevant: develop content based on audience segmentation to ensure relevancy.
- Just simply define the benefit/offer if there is a strong one
- User a teaser
- Don’t target the same audience excessively….and if you do need to mail regularly, keep it fresh
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