The Three Workhorses of Direct Mail
May 3 , 2017
When you need a go-to marketing tool that will give you flexibility, measurability, ease of production and cost effectiveness, direct mail is usually the right way to go. Per recent research, 65 percent of Canadian respondents agreed with the following statement, “I enjoy getting postal mail from brands about new products.”
Not all direct mail is created equal, however. There are three most commonly used types, and choosing the right option depends on your needs.
1. The traditional envelope package
This usually contains a letter and envelope, a brochure and a business reply card or envelope. This is the most commonly used type of direct mail, and it has a higher response rate and better ROI than other formats.
The envelope package is great for information sharing because the multiple inner pieces provide more space for complex messages. Try it for a new product launch or an introduction to your company capabilities. Use the response card to offer a product demo or free sample.
2. The self-mailer
Also called fold-overs, these pieces are simple and generally inexpensive to produce. In a trifold, for example, you can use two panels for sales copy and the third as a detachable mail-back piece.
A common use for this format is event promotion. Self-mailers provide enough space for a relatively simple message and are easily passed from person to person, increasing the number of people who might see your message.
3. The postcard
Postcards are perfect for announcements of all sorts – a sale, an open house, a new product or service, a new location, even as a “thank you” for a recent purchase. Postcards can also be used as coupons that drive traffic to retail locations.
Postcards are the most likely to be read, however, they do have a lower response rate than larger formats. In response to that challenge, many companies are now choosing large or jumbo postcards, or oversized mail campaigns.
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