by Dean Rieck

I’ve pointed out previously that while you might spend days, even weeks, crafting a direct mail message, recipients will spend just seconds deciding whether it’s worth their attention.

Here’s a video from Pitney Bowes illustrating this simple idea.

Let me first say that I disagree with the comment that a plain envelope is “boring.” The fact is, a plain envelope, especially one that looks personal, is a great way to get people to actually open the envelope and look at what’s inside.

Most of the other comments are worthy of consideration. For example, you have to get the recipient name and address right. Nothing will kill a mailer faster than addressing it to the wrong person. You must clean your list before you mail. And please remember to make sure you’re sending just one mailer to a home address unless you intend otherwise. I’ve been seeing a lot of waste recently with the same mailing arriving for various spellings of my name and my wife’s name.

Above is an excerpt from the DirectCreative Blog

Note this particular vendor video also show us how much more advanced mailers are in the US market. More innovative personalisation plus a trans-promotional mailer (the credit card bill), that we don’t see down here.

Note that most of the items shown in this video would not comply with the local NZ Post layout guidelines, allowing you to obtain the discounted postal rate. Call us if you want to try these more innovative ‘high response’ techniques in your next direct marketing campaign or billing mailout.

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