Direct Mail Response Rates Soar With Dimensional Mailers in Business-to-Business Lead Generation

Written by Alan Sharpe


The toughest job you face as a B2B direct marketer is reaching your prospect with your message. Reaching C-level executives is particularly difficult because they employ mailroom staff and executive secretaries who screen their mail, or your mail, depending on how you look at it. So unless your direct mail lead generation letter or postcard or self-mailer stands out fromrepparttar rest, it wonít reachrepparttar 150687 desk of your potential client.

Thatís why dimensional mailers are one ofrepparttar 150688 most effective ways to reach elusive prospects with your sales message. A dimensional mailer is simply one that has more than two dimensions. Unlike a letter, postcard or self-mailer, it has three dimensions. Dimensional mailers are usually boxes, but they can also be sturdy envelopes that have something three-dimensional inside. These kinds of packages are also known as ďlumpy mail.Ē

Dimensional mail is effective because it stands out. It gets attention because it doesnít look like everything else thatrepparttar 150689 executive is receiving that day. Dimensional mail is also effective because it always gets opened. I am confident in predicting that no one who receives a box 36 inches long, 9 inches wide and 5 inches deep, bearingrepparttar 150690 prospectís name and job title onrepparttar 150691 top and an intriguing headline, is going to pitchrepparttar 150692 box inrepparttar 150693 trash unopened. Innate human curiosity is too powerful for that.

TIPS FOR PRODUCING DIMENSIONAL MAILERS

  • Use a standard size of box if possible to save on printing costs (talk to a printer)
  • Put something inrepparttar 150694 box that is valuable, or fun, or both
  • Make sure whatís inrepparttar 150695 box ties in with what you are selling
  • Make your sales message insiderepparttar 150696 box easy to find and easy to understand


Free Sample Sales Letter: Example of How to Write a Persuasive Business Marketing Letter

Written by Alan Sharpe


Here is an example of a business-to-business sales letter mailed to auto dealers by a firm that markets gift cards that replace paper gift certificates. Anything in brackets [like this] did not appear inrepparttar letter but simply appears to describerepparttar 150629 mechanics ofrepparttar 150630 letter

Author: Alan Sharpe

Target audience: General managers of auto dealerships

Mailer: Sharpe AutoCards [a fictional company forrepparttar 150631 purposes of this sample letter]

Purpose: Generate appointments for salespeople

[MAILING ENVELOPE]

[Is 5 x 9 inches in dimension and has a window, through which appears a portion of a gift card, personalized withrepparttar 150632 prospectís name. The envelope has a teaser headline: Inside: A win-win-lose proposition for your auto dealership.]

[LETTER]

[Is 8 1/2 x 11 inches, copy on both sides]

December 27, 2007

Brad Carling, General Manager

Tri-City Chev-Olds

123 Any Street

Anytown OH 12345-9163

[Right here, beneathrepparttar 150633 prospectís name, is affixed torepparttar 150634 letter a sample auto gift card, personalized withrepparttar 150635 prospectís name, and this headline: As you can see, this card has success written all over it.]

Dear Mr. Carling:

Go ahead, pull this amazing little card offrepparttar 150636 paper.

Itís made of plastic. It costs you $2 to buy. But itís worthrepparttar 150637 price of a new car, sold off your lot. This card is worthrepparttar 150638 lifetime value of a loyal customer. In sales, service, parts, accessories and referrals. And goodwill. And free word-of-mouth advertising.

Hold it in you hand for a minute, and think of your competition. Consider your revenue goals forrepparttar 150639 next quarter. Do you need to increase your new and used vehicle sales? Boost your parts & service department revenue? Multiply your accessories department revenue? Retain customers after their warranty runs out?

This card will help. Big time. Itís a vital part of Sharpe AutoCards, a custom-branded loyalty and gift card program that generates revenue for your dealership. But first, how it works.

Take a look atrepparttar 150640 front of your card. As you can see, you customizerepparttar 150641 card to match your dealershipís brand image and visual identity. Now turn it over. See that magnetic stripe acrossrepparttar 150642 back? It stores information aboutrepparttar 150643 cardís dollar value and each transaction.

You hand cards like this to everyone whose business you want to attract and whose loyalty you must keep. Walk ins. Be Backs. Looky-Lous. Current customers. Even former customers. They all userepparttar 150644 card to buy products and services at your auto dealership only.

Cont'd on page 2 ==>
 
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