| If you want your direct mail piece to be one of the | | | | all creditability and drive the prospect further |
| 66% that gets opened and read rather than the 44% | | | | consequently, you'll never make a sale. Be honest from |
| that gets thrown away unopened, you'll have to design | | | | the beginning. Make sure you follow through on the |
| a compelling outer envelope among many other things. | | | | inside with whatever you said on the outside. |
| It is hard to say, however, how much of the 66% just | | | | 3) Graphics match outside and inside |
| gets opened and thrown away with no response from | | | | Continuity is the key. The words need to match, and |
| the recipient. | | | | so do the graphics. There is nothing more disconcerting |
| One of the most important parts of a direct mail | | | | than a complete break between the envelope that first |
| envelope and letter set is that everything on the piece | | | | attracted you and the letter you see when you rip it |
| flows. If the outside of your envelope is compelling | | | | open. Once again you loose your audience in confusion |
| enough for the person to open it, you don't want to | | | | rather then reel them in. |
| disappoint them with a boring, white letter on the inside | | | | Several products can help you put together a super |
| as this will lose their attention immediately. Here are | | | | mailer. You can purchase little graphics like hand-drawn |
| some tips to making everything, and I mean everything! | | | | doodles (the product named Doodleopes is an |
| in your direct mail flow: | | | | example) to go on the outside of the envelope to |
| 1) Design your own stamp | | | | draw people in and identical looking doodles to go on |
| While this may still be on the outside of the envelope, it | | | | the inside. Not only do these help your direct mail flow, |
| is a special touch you can give the letter, or even | | | | but they attract attention to the correct parts of the |
| postcard, to attract a potential customer's attention. It | | | | sales letter and make your company seem unique and |
| will showcase your creativity and attention to detail, as | | | | creative! |
| most people aren't even aware that designing your | | | | 4) Name/logo reflective of product |
| own postage stamp is a possibility! | | | | This may seem obvious, but the same product name |
| Using a live stamp in itself can greatly increase the | | | | and logo need to go on every part of your direct mail |
| percentage of opened letters, but having a | | | | from the envelope to the letter inside to any postcard |
| personalized stamp says so much more. There are | | | | you may send. Nothing will make you look more |
| certain USPS approved design studios that can help | | | | untrustworthy than a weird, disconnected name and |
| you design your own stamp that you can then | | | | logo. |
| purchase for a little more than a regular stamp. | | | | In fact, making your product's name and logo reflective |
| 2) Match the concepts on the envelope and inner letter | | | | of the actual product is not just a direct mail campaign |
| Make sure that you use both the inside and outside of | | | | worry. It's important the name and logo match to |
| the envelope to sell and make both compelling. | | | | increase sales and ensure that the customer knows |
| WARNING... if you make false or irrelevant statements | | | | what they're buying. A confused customer will lead to |
| to get the recipient to go inside the envelope you loose | | | | the direct mail being thrown straight in the garbage can. |