Author Topic: Direct Mail - Sending format  (Read 480 times)

Chunkford

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Direct Mail - Sending format
« on: September 08, 2017, 12:14:31 PM »
I'm planning on doing my first mail shot to my customers (ex and current) and have never had anything in the post from me before.

It will consist of an A5, 8 page booklet with offers, and an A5 flyer as a cover sheet so I can over print the customer's address on. This sheet will have a plastic card attached to it that awards them instant access to membership pricing (they normally have to spend 30 first).

Would you a) pop it all in a clear mailing bag for all to see instantly, or b) put it in an envelope?

I can't work out what will be better received.
Putting it in the clear bag instantly shows who it's from and everyone can see the sale hooks, but then I feel there's a higher chance of it going straight in the bin as it's the standard junk mail setup.
Putting it in an envelope with the plastic card will trigger their curiosity more and grab their attention better when they actually open, but then I don't want to come as being 'sneaky' so to speak.

What would you do? or am thinking too much into it.
"If my answers frighten you then you should cease asking scary questions"

rcjordan

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Re: Direct Mail - Sending format
« Reply #1 on: September 08, 2017, 12:16:01 PM »
You want them to read it?  Put it on a postcard. 

Chunkford

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Re: Direct Mail - Sending format
« Reply #2 on: September 08, 2017, 12:37:16 PM »
A bit too much for a postcard, but future mailings for individual offers is a great idea.
"If my answers frighten you then you should cease asking scary questions"

rcjordan

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Re: Direct Mail - Sending format
« Reply #3 on: September 08, 2017, 01:01:13 PM »
Then you are writing for the trash bin. Period.

Distilling your creative to an 'elevator pitch' is exponentially harder and everyone tries to convince themselves that their 8-page piece of rubbish is somehow going to make it.

ukgimp

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Re: Direct Mail - Sending format
« Reply #4 on: September 08, 2017, 01:11:05 PM »
Trial both in a region first

Chunkford

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Re: Direct Mail - Sending format
« Reply #5 on: September 08, 2017, 01:31:55 PM »
Brutal RC, but makes sense.
My original plan was to send a mailing per offer, but then I suppose I convinced myself I needed to send a booklet with all the offers in to save on postage.

Gimp, I was looking at that, but a bit difficult initially as I'm doing timed offers.
"If my answers frighten you then you should cease asking scary questions"

rcjordan

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Re: Direct Mail - Sending format
« Reply #6 on: September 08, 2017, 04:20:53 PM »
>Brutal

That's why you love me, masochist.

I did, however, factor in what I believe is your demographic.  If you were targeting oldsters like me, print might work some better.

Real estate around here used to do a lot of direct mail. Now, all I see is the occasional post card.  But, those post cards have developed a sort of informal creative standard ...4-color glossy pix of the property with a blurb & contact info.  I'd argue that once a standard gets widespread, anti-ad defenses develop.  But I still say that a postcard will get read just before it goes in the trash.

Rupert

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Re: Direct Mail - Sending format
« Reply #7 on: September 08, 2017, 09:34:14 PM »
... Make sure you live before you die.

rcjordan

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Re: Direct Mail - Sending format
« Reply #8 on: September 09, 2017, 01:01:11 AM »
And send them something like this: