Consider Postcards, Reject Bulky Envelopes

If you've been planning a direct mail campaign to drum up new subscribers, don't cancel it. Instead, find out how the direct mail rules have changed, and adjust your campaign accordingly.

by Brock Henderson [October 31, 2001]

People tend to throw away unsolicited "junk" mail, so a favorite trick in marketing was to include some little gift in the envelop to make it lumpy and thus induce recipients to open their mail to find out what they had received. It could be a pen, a key chain, ruler, magnet, or just about anything that would fit in an envelope and not be so bulky as to increase the postage rate. It worked too—people were far more likely to open one of these letters than envelopes containing only plain old paper.

Responding to anthrax fears, businesses as well as individual citizens are taking precautions that could harm direct mail. Major film studios are destroying all fan mail, major businesses are moving their mail handling facilities to other locations, postal workers are wearing masks and rubber gloves, and individuals are viewing their mail with a much-jaded eye. I don't find fault with any of these actions. We need to be vigilant against terrorism, but it is changing practices in the direct mail industry.

The fears are not unfounded, and the precautions are generally sensible, but those who use direct mail marketing are simply going to have to change some things the next time they do a mail campaign. Here are some basic tips to help ensure your customers and prospective customers don't think your mail is dangerous:

1. The Direct Marketing Association (DMA) advises that if you are going to be sending something to a prospect, you should notify them in advance. Use a postcard, e-mail, or a phone call, so that they'll know what to expect.
   
   
2. Put your name and complete return address on the envelope. In the past many would leave this off hoping it would increase curiosity and get the prospect to open the letter. Now, however, leaving your return address off will cause the letter to be trashed, or even the police to be called. Certainly not what you had in mind.
   
   
3. Address labels should be neat and professional. Handwritten addresses from unknown individuals or organizations are suspicious.
   
   
4. Don't use excessive postage. In days of old a common marketing trick was to put lots of small denomination stamps on the envelope in an attempt to get the recipient to open the letter. Now, metered mail, a bulk rate stamp, or an old-fashioned regular stamp are timely tools of the trade.
   
   
5. Address it to the correct individual. Incorrectly addressed envelopes are now considered somewhat suspicious, so be sure your mailing list is up-to-date and accurate.
   
   
6. Don't put "Personal" or "Confidential" on the envelope.
   
   
7. Don't use a lot of tape in sealing the envelope.

The United States Postal Service is mailing out postcards to every mail address with instructions as to how to identify suspicious mail. To see a copy of the USPS postcard go here:

So what's a marketer to do? Well, among other things I think that anyone planning a direct mail campaign should consider using postcards. First of all, the recipient doesn't have to open any envelope, that increases the likelihood that the message will be read. The postcard could come with a reply card so the individual could return it for additional information plus your free gift, thus qualifying the prospect that is then expecting the gift, which would be included with your message.

Also self-mailers, pieces such as brochures, that don't require an envelope and therefore don't cause any concern about holding deadly disease. There are some guidelines from the Post Office that need to be followed, but it still allows for some creative content and presentation in a direct mail piece.

E-mail marketing will probably be an added favorite among many marketers. Now before everyone moans, "Not more SPAM", let me remind you that the responsible marketer will use opt-in e-mail lists to promote their product or service. It is just as easy to hit delete for e-mail as it is to pitch an envelope in the trash, but e-mail has one advantage over traditional mail: it's cheaper. Anthrax threat or not, look for an increase in sophisticated e-mail marketing.

As much as I hate to say it, I suspect many direct mail marketers will also turn to telemarketing. When done properly, telemarketing can be a quick and efficient means of qualifying a prospect. Even if it is just to say: "Mr. Jones, this is Brock with XYZ Company, we'd like to send you a free gift as a thank-you for reviewing our product/service information. Is that all right with you? Thank-you. You should receive your gift in about five days."

In summary, if you're planning a direct mail campaign:

• make your envelope obviously professional and avoid all the old marketing tricks to get people to open your letter
  
  
• consider using postcards or creative self-mailers that don't require an envelope
  
  
• definitely look at other forms of marketing that will accomplish your goals as well.

—End