No matter what size your business is, one of the biggest challenges you will face is getting your marketing materials delivered to the right person and then more importantly read by that person. The average consumer and business owner gets bombarded with thousands upon thousands of advertising messages every single day. With all the different types of mediums being used like TV, Radio, The Internet, Newspapers, Billboards, Facebook, Twitter, Direct Mail, Email to name just a few, your message will easily get lost and never noticed unless you doing something different to stand out.
Direct Mail is still one of my favorite marketing methods, but you have to think outside the box so your mailing will stand out and get noticed. If you want your marketing materials to be opened and read every time you simply need to jazz up your envelope.
Yes, it’s just that simple –
Most people that use direct mail as a marketing method use the cheapest envelope available, totally oblivious to this simple technique. Most are not thinking about the packaging of their mailing, and are not really thinking “Marketing”. They assume that when they mail something to a consumer or business owner, and they will open it immediately, but these days you will be lucky if it is ever opened.
Start rethinking your next mailing right now and put more focus on the design of your envelope. Below are a few points that will get your direct mail marketing piece opened every single time.
Use Real “Stick-On” Stamps. When doing a bulk-rate mailing (200 or more pieces) be sure to use real “stick-on” stamps, they are available for first class and presorted standard (bulk rate) mailings. Never let your mailing house use a printed on indicia or printed in red metered mail stamp. This puts a red flag of suspicion up tagging your mailing as Junk Mail, and it may never get opened.
Use a Hand-Written Font. No you do not have to hand write each and every envelope (but do consider doing this for smaller mailings – it is powerful). Just have your mailing service use a font that looks like it was hand written. If your mailing house is really talented they can angle the recipients address just a bit to make it look more authentic.
Use Blue Ink Instead of Black Ink. Using Blue Ink combined with a hand-written font has been proven to be more personal and will effectively result in getting your piece opened over another piece addressed in Black Ink.
Do NOT Put Your Business Name in The Return Address. Use the same hand-written font and blue ink on your return address – but do not include your company name or logo.
Use An Odd Sided Envelope. Using an odd sized envelope will grab the attention of the recipient. Also consider a unique envelope or even something odd like a Zip Lock Baggie or even a tube. I remember receiving a mailer in a Zip Lock Baggie and it defiantly stood out and grabbed my attention – it was the first thing I opened that day.
If you put some thought into the packaging of your direct mail piece your marketing materials will get opened every single time without question – just pay attention to the mail you receive every day for the next few weeks and you should be able to generate some great ideas for a powerful and effect direct mailer.
Tim Somers
Bizarre Promotions, Inc.
