Change the Design
Use different sizes and colors to make your mailer stand out from the crowd.
The most common size envelope for business and correspondence is the #10 which is 9.5 x 4.125. Go small with an A2 invitation size of 5.75 x 4.375.
Go big with a 10 ½ catalog size of 9 x 12.
Chose a vibrant color instead of using boring white or typical kraft.
Enhance the outside with an eye-catching stamp. “IMPORTANT”; “PRIVATE”
Add a Fragrance
Who says only flower and perfume shops can use fragrances on their envelopes?
Be creative and come up with a fragrance that compliments your offer.
Remember that the key here is in subtlety … don’t overwhelm them!
Hard time coming up with a fragrance idea? Use the seasons as your inspiration!
Spring = flowers, Summer = apples, Fall = cinnamon, Winter = evergreen.
Make it Lumpy
We are very curious creatures by our nature … use this to it’s full advantage.
Slip in a branded gift like a keychain, magnet, pen, sticky-pad, sunglasses or even a USB flash drive (very cheap if you can buy in bulk). Just remember to keep it useful or quirky or it will just get tossed out … along with the rest of your mailer.
Make it Personal
Using the power of databases, you can insert the prospects name (or business name) into the appropriate spots of your offer piece. You can also use your database to pick out specific customers to mail to who have already bought the same or similar products from you in the past and remind them of that purchase. This way your offer comes across more as a Customer Service piece than a sales gimmick.
Make it Time-sensitive
Offer a significant discount, free gift or rebate … but give it an expiration date. More people respond when an offer has an expiration date (as long as it’s a good offer). Also make sure that the offer appears prominently in the design of your piece, preferably in the headline. “30% Off this week Only”; “Want a FREE USB?”
Create a Club
Make your offer into a “Welcome Packet” for your community club or loyalty program. Include a membership card, your current newsletter and a special welcome coupon along with a description of membership benefits. Invite your customers to become part of your community and your company’s success.
Highlight Benefits, not features
Features are what your product or service does, while benefits are how those features will enhance your customer’s life. People buy benefits.
If you have a dominant and valuable benefit, you may want to use that it in your headline instead of the offer itself. “Trim your tummy with quick & healthy meals!”
Make it Easy to Respond
Pre-paid business reply cards (or pre-addressed and stamped envelopes) increase response rates dramatically. The mere presence of these make it obvious that you want the customer to reply to you. Make sure you also make it easy for them to respond by email, telephone or website form if they so desire.
Use a P.S.
Research shows that a “P.S.” is often read before the rest of your mailer. People like to immediately see what benefit may be ahead. You definitely want to highlight and re-iterate your benefits and main offer here.
Have a clear Call to Action
Tell people what you want them to do … what action they should take next.
Spell it out very clearly and directly, leaving no room for misinterpretation.
“Come in this Saturday, June 13th to use your 30% Off coupon, One-day Only Sale”
