Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

3 Direct Mail Variants of the Traditional Envelope

January 30, 2013 By Paul Bobnak
2
Get the Flash Player to see this rotator.
 
Editor's note: This excerpt comes from "Design & Formats for Boosting Direct Mail Response" and was contributed by our friends at Direct Marketing IQ. To download the full direct mail design report, Click Here.

In a mailbox that's a little less crowded than just a few years ago, there's still a daunting task at hand: How to stand out to the prospective customer or donor.

Even with a full battery of exciting tools at your disposal—like 4-color, variable data printing (VDP) or extra windows to tease the offer inside, just to name a few—the good ol' envelope is still just an envelope. That is, except when it isn't—and I'm not talking about a self-mailer.

Yes, you can still keep all of the elements of a tried-and-true direct mail envelope package that you know and love—letter, inserts, reply form and reply envelope—exactly the same. The difference is what you can use to hold them. Variations that do the same job as the traditional envelope have enjoyed some success, thanks to adventurous non-profit mailers.

Take the brown paper bag. Although it first appeared in the Who's Mailing What! Archive way back in 1988 (from Lycoming College), it really caught on in the first decade of the 21st century, with quite a few food banks and social service groups, like the New York City Rescue Mission and the Salvation Army. Usually measuring around 5˝ x 10˝, the bag first attracts attention precisely because of what it is: a flattened lunch bag with an address sticker on one side, tabs across the open end to seal in the typical inserts, and often, the letter printed on the opposite side.

What makes it so powerful as a format is that it can be easily tied in directly with the pitch of an organization. Philabundance's Grand Control (mailed for more than three years), for example, tells the potential contributor that "there are 900,000 people here in the Delaware Valley who don't have enough food to fill this lunch bag." And, the bag doesn't always have to be brown. Washington D.C.'s Whitman-Walker Clinic mailed an effort that helped illustrate its mission (providing medications to people living with HIV/AIDS). In this case, it was a white paper bag bearing an Rx symbol.

 
2

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

Available as a PDF.<BR> <BR>In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures! <BR><BR><EM>The Power of Direct Marketing</EM> provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors of the economy.<BR> <BR>Emphasis on Short-Term Forecasts! Recognizing that many businesses need to plan for the coming year, included are next-year forecasts, as well as current year data, five-year forecasts and historical context going back one year and five years. <BR><BR>Access the latest top-line data, highlighting: 
<LI>Return on Marketing Investment 
<LI>DM Advertising Expenditures 
<LI>DM-Driven Sales 
<LI>DM-Driven Employment 
<LI>DM Impacts by State and by Industry 
<LI>Plus, Brand New Content! In the 2009-10 Edition, the Power of Direct includes for the first time Mobile Marketing and breaks down internet marketing into 5 channels. As a result, the report slices data along: Data is broken down by channel, industry, and business model including: 15 major channels: 
<LI>Direct mail (Non-catalog) 
<LI>Direct mail (Catalog) 
<LI>Telemarketing 
<LI>Email 
<LI>Internet Display Advertising 
<LI>Search Engine Marketing 
<LI>Social Networkng sites 
<LI>Internet (Other) 
<LI>Mobile 
<LI>Direct Response Television 
<LI>Direct Response Radio 
<LI>Direct Response Magazines 
<LI>Direct Response Newspapers 
<LI>Direct Response Insert Media 
<LI>Other 52 major industry groupings 51 geographic regions 4 intended purpose categories: 
<LI>Direct order 
<LI>Lead generation 
<LI>Retail purchase 
<LI>Fundraising 2 major markets: <BR>Business-to-Consumer <BR>Business-to-Busines</LI> Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the US, 2009-2010 Edition

Available as a PDF.

In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures!

The Power of Direct Marketing provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors



...

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: