NFIB

Experience Shows That Some Accepted Direct-Mail Techniques Are Myths
07/ 19/ 2002

Direct-mail techniques in general have certain myths attached to them. By slavishly following these, you could incur unnecessary expense and lower returns with the result that your per-dollar yield is less than what you expect. Jeffrey Moses explains in today's Workshop.

Myth #1: Direct-mail pieces should contain a large number of enclosed items, such as a central letter, a brochure, a postage-paid return envelope, etc.

Experience shows that an elaborate direct-mail piece does not always create the highest rate of returns. Often, a straightforward letter accompanied with a photo or detailed description of your product will yield an excellent result. For instance, a large insurance broker in Kansas City had sent out mailers for years informing customers about its services that compare business insurance rates among different carriers. Accompanying the letters were glossy brochures of different insurance companies. Response had always been about 3-4 percent.

One year, the author of this article designed a simple one-page letter for the broker describing the comparison service. Part of the letter was a design that graphically showed comparison rates between five insurance companies. With this approach, readers were able to visualize exactly what they would be receiving, instead of just being told about it. They responded in record numbers to the mailing. In fact, the first mailing using this approach had a response rate over 75 percent.

Myth #2: Color always draws more interest than black and white.

Color may be nice, but it can't replace actual content. When potential customers receive a nicely designed piece that offers a product they need, at a price they feel they can afford, they'll respond, whether or not beautiful color photos are included.

Myth #3: Always put a teaser on the outside of the envelope to entice the reader to open it.

Experience shows that many people are becoming accustomed to these teasers, and are not responding. In fact, such teasers may be turn-offs. Also in this category are envelopes that seem to be holding checks. When people open the envelope and see a direct-mail offer, they're offended and chuck the entire envelope in the circular file.

Myth #4: Owners of a company know their products better than anyone and can write a better direct-mail letter than an experienced pro.

Usually false. The creation of a direct-mail letter approaches an art form. The more experienced a writer is in the form, the more effective the letter will be. The ideal combination is an owner who knows what needs to be said, and a direct-mail writer who can write this message in a way that encourages readers to respond.

Myth #5: Costs should be cut whenever possible.

Many times, saving money results in an impersonal look to the envelope and contents. This is true in the cases of computerized peel-and-stick labels, and when using postage metering.

In some cases, it's better to spend the effort to hand-address envelopes. This makes the reader feel that the same letter isn't going out to millions of people. Of course, the sheer number of letters going out in a campaign often demands that mailing labels be used. When this is the case, try to add a touch of uniqueness somewhere on the envelope, such as an attractive stamp, a brief hand-written note in red or turquoise (as examples), etc.

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