How to get prospects to open your direct mail envelopes.Written by Alan Sharpe
In direct mail, you have a formidable enemy—the wastepaper basket. Your prospects take one look at your mailing envelope and decide if they will open it or fling it into trash can (or recycling box). One way to persuade them to open your envelope is to make your envelope irresistible. Here are a few ideas.
1. Unusual colours Keep your mailing envelopes same size and weight, just change colour from white to something different or more daring. 2. Odd size or shape Send your message in a jumbo-size envelope. Or in a square envelope. Or send your message in a tiny envelope. Just remember that your envelope has to conform to postal regulations for size and shape, and fit through a normal mailbox. 3. Personalization Put your prospect’s name right on front of envelope, perhaps in form of a question: “Hey, Alan, know who offers lowest interest rates?” 4. Cartoon Speaking of personalization, put a cartoon on front of your envelope, and put your prospect’s name in caption (so that one of cartoon characters is using your prospect’s name in what they are saying).
In B2B direct mail, don’t ask for the order.Written by Alan Sharpe
Business-to-business direct mail is different from business-to-consumer direct mail in one vital way: sales cycles are longer.
A senior vice-president of information technology doesn't buy a $1.5-million network upgrade by dropping a business reply coupon and cheque in mail. In B2B selling, first step in sales cycle is usually a request for more information. Followed by a sales meeting. Then a demonstration. Then a trial. Then a contract.
That's why your direct mail package should aim to move your prospect to next step in sales cycle, rather than ask for order. Start your planning by learning how sales representative closes deal. Work backwards to initial contact or event that generates sales lead. Then write your direct mail piece in such a way that you sell next step rather than try to close sale.