Which pulls the best response, a postcard, a self-mailer or a
letter? The answer, you’ll be irritated to know, is clear. It
depends.
The success of your mailing depends on who you mail to (your
list), what you promise (your offer), when you mail (your
timing), and what you mail (your format and creative). Here are
a few questions to ask yourself to decide which format is likely
the best one to use for your next mailing.
Letter Does your sales message need to come from one person by
name? Does it need to be addressed to a person by name? Is
privacy or confidentiality a concern? Then a sales letter inside
an envelope is the way to go.
Postcard Is your sales message short and simple, and designed to
motivate your prospect to visit your website to hear your full
pitch (and place an order)? A postcard is a good option.
Self-mailer Do you need to illustrate your sales message while
keeping printing and mailing costs down? Then try a self-mailer
(a document that mails without an envelope, such as an 8 ½ x 11
sheet of card stock, folded once on itself and sealed with a
tab).
Classic direct mail package Do you have things to say that do
not really fit in a letter (technical specifications, for
example)? Is your sales message longer than 600 words? Does your
prospect need to mail back a check or order form? Then a classic
direct mail package is your best choice, consisting of a mailing
envelope, letter, brochure, business reply card or order form,
and business reply envelope.
Dimensional mailer Do you need to reach C-level executives in
Fortune 500 companies? Executives who have mailroom staff and
executive secretaries who screen their mail? Then a dimensional
mailer may be the most effective way to reach their desk with
your sales message. One firm recently mailed a portable DVD
player in a high-end box, and enclosed a sales letter explaining
that the executive could get the remote control unit (without
which the player did not work) by meeting with a sales rep from
the company who mailed the package. The response rate was high.
Catalog Do you have a lot to sell? Do you need to show the
color, shape or quality of your product? Mail a catalog.
Unaddressed flyer Do you have a message that needs to reach
everyone in a given geographic area, such as a business park,
for the least amount of money? Consider mailing a simple 8 ½ x
11 sheet with copy and design on one or both sides.
Email Do you have a short sales message for your existing
customers? Send them an email (with their permission, of course).
Buckslip Do you have a short announcement for your existing
customers? Do you need to remind them about something? Include a
buckslip in your next mailing. A buckslip is a slip of paper the
size of a dollar bill, with copy and graphics on one or both
sides, that is enclosed in a mailing envelope with other
materials).
More Information:Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at
http://www.RaiserSharpe.com/ 
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