Sequential Mailings

Depending on how much you expect new customers to spend over their lifetime with you, it is likely to be beneficial to do more than one mailing in a series, the second about two weeks after the first. This is an effective way of maximising your list. Each mailing needs to be worked out in advance so that there is a link between them all. They must look similar and be promoting the same service.

The only difficulty is taking out of each subsequent mailing those targets that have already responded. If you use contact management software it is relatively simple but otherwise you will need to set up some in-house mechanism.

Also be careful about sticking to the conditions on which you rented the list; the owner of the list will have put some ‘check’ addresses within the list so that they receive copies of your mailing. Once you convert the target to a user then the contact is yours.

Get Your Letter Opened

The first hurdle is actually getting your envelope opened. Perhaps this is why postcards can be so effective! No one likes to be misled by mailings that look like they are from the government. However research does indicate that the more like personal mail you can make it the better. Ideally you will hand write the envelopes and stick on stamps. If this is too much, try not to compromise too far - typewritten addresses are OK but stick with the stamp. Also remember that most people open direct mail letters while standing over the waste paper basket.

Do You Need A Gimmick?

Interesting question. Grabbing your target’s attention is the most difficult task so anything that makes them open the letter must be a help. If you are promoting a new spa facility then a sachet of shower gel in the envelope will be intriguing. On the other hand, I don’t think the very cheap pens in charity mailings work any more.

There is much anecdotal evidence to suggest that so-called ‘lumpy’ mail is more likely to be opened. There are lots of things you can use from seed packets to CDs. Whatever you do make the insert appropriate to your message. If you are sending a mailing to a corporate list, many executives (particularly those that are field based) have an assistant who opens their post so something appropriate for this gatekeeper can work well.

Copywriting

Once you have managed to have your envelope opened there is still the challenge to have your letter read. People read these unsolicited letters in what might seem a random order. First they read the top and the headline to get the gist of what it is about and what organisation it is from. Secondly they read the PS and thirdly they read the sub-headings to see if they throw any more light on the subject. If they are still with you they might then read the rest of the letter, so long as the first sentence grabs them. Quite a challenge!

According to direct marketing legend Drayton Bird there are fewer and fewer really good copywriters around and you probably cannot afford those that are any good. However if you are asking someone else to write for you ensure that their letter follows some of the following guidelines.

If you are only sending an introductory letter, your letter must be on one side of paper and needs to be read and understood in 30 seconds. Use short paragraphs and bullet points. For any other letter the length really doesn’t matter. What is vital is to make it interesting. David Ogilvy claimed that you couldn’t bore people into buying. If what you are saying is exciting, amusing and of definite interest you can develop your argument over any number of pages.