The success of any direct mail program depends most heavily on the quality of your list (you need to reach the right audience) and your offer. The offer or call to action should be quickly understood and have a high perceived value to the prospect. It may not cost you much to give, but your target needs to think it’s valuable.
Now, you need to capture attention with a creative treatment that stands out. There is no right answer to the format question, but some are better than others depending upon your budget, goals and messages.
- Postcards are the least expensive to produce and mail. A postcard is a great choice for quick announcements, teasers, invitations or as part of a “wave” or multi-piece program. They’re best when the offer is straightforward.
- Self-mailers go without an envelope or other outer container. In most cases, it is a single, folded sheet with multiple panels. A self-mailer says “advertising,” so it is not the best option for financial or other professional services when the appearance of business correspondence is desirable. Common uses include seminar or event promotion because self-mailers are easy to pass along to others.
- Envelope packages are the most versatile and typically generate a higher response rate than self-mailers, especially when a cover letter is included. They cost more to produce, so always test formats to be sure added dollars are offset by greater response.
- Dimensional mailers give creativity free reign and are a great choice for new product announcements, especially in B2B when you are trying to reach a decision-maker. Unusual shapes and cutouts that don’t require an envelope, uniquely-shaped boxes or something inside an envelope (“lumpy” mail) make an immediate impact and can help increase response.
