We are excited to continue a series of articles that we’re sure you will find informative. Here is the third of twelve. If you missed the previous articles, please visit our website at www.mailmgmtgroup.com and click on the Newsletter tab.
“The 12 Most Common Direct Mail Mistakes and How to Avoid Them”
Mistake No. 3: Not using a letter in your mailing package.
The sales letter—not the outer envelope, the brochure, or even the reply form—is the most important part of your direct-mail package.
A package with a letter will nearly always out pull a postcard, a self-mailer, or a brochure or ad reprint mailed without a letter.
Recently, a company tested two packages offering, for $1, a copy of its mail-order tool catalog. Package “A” consisted of a sales letter and reply form. Package “B” was a double post-card. The result? “A” out pulled “B” by a 3-to-1 ratio.
Why do letters pull so well? Because a letter creates the illusion of personal communication. We are trained to view letters as “real” mail, brochures as “advertising.” Which is more important to you?
(Robert W. Bly/ www.bly.com)
Note from Cindy:
We recommend using personalization on all direct mail formats such as letters, envelopes, folded self-mailers or postcards. We have multiple samples of all of these formats. Please feel free to call us for an appointment to see them. We can come to you or you can visit our office.