3 Old School Direct Mail Techniques That Still Work

During the holiday season we will be looking back to our best blog posts of the year.

Here is Number 10!

By Janelle Schenher, Account Supervisor

Our TWO Sense: 3 Old School Direct Mail Techniques That Still Work

Last week my husband was opening the mail.  One of the pieces we received was from J.D. Power and Associates.  While he was opening the mailing, a crisp one dollar bill fell out between the pieces.  I laughed to myself and thought…the oldest trick in the book!  My husband asked why I was laughing, and I said, “They really want you to fill out this survey!  That’s why they sent us the dollar.  This is old school direct marketing at its best!”

The next thing I knew, my husband was at his computer filling out the survey online.  I asked him why he went to fill out that survey, and he said, “Well, it doesn’t take that long, and they sent us a dollar.”

Old school direct mail will get a faster response than other channels.  I wrote about this in my article Direct Mail Will Get a Faster Response.  Since people are operating in all different types of media, it’s so important to integrate what’s always worked, with what works now. Even if your desired response is to drive your recipient online, by using these 3 old school direct mail techniques you’ll guarantee to get them there.

1. Use the “lumpy” envelope. People are naturally curious. By adding something into your envelope like a magnet, keychain or pencil, it’ll make your envelope lumpy.

The recipient will be able to feel something in their mail instead of the usual letter—ensuring your envelope will be opened and read.  But make sure what you are adding in your envelope is relevant to your campaign and overall messaging.

2. Send a Dimensional mailing. By sending a small package in the mail instead of the usual envelope, you’ll break through the usual mailbox clutter and get your message read.

3. The personal touch. Using a handwritten address and a live stamp, makes your message look personal—not usual business mail.  Using a closed-face, invitation style envelope will make your message hard to discard.

So for your next campaign, think about those old school direct mail techniques to boost your overall response.

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