What do the classic "solo" package, self-mailer, catalog, multimailer, postcard, tube, over-sized and odd-sized mailing all have in common?
They're all direct mail formats.
While print, electronic and broadcast media also have format choices, direct mail formats provide unique advantages for direct marketers and their recipients. For starters, they're 3-D, and hard to ignore.
The format is what gives direct mail its "sticking power," longer shelf life and a proclivity to be passed along to other decision-makers and influencers. It's the format-how it looks, feels and fits in your hand-that keeps direct mail from being "turned off," thrown out or ignored. It enables your mail piece to get by the screener, grab the reader's attention, create intrigue and facilitate response.
So, why don't mailers put more thought into the strategic value of the formats they use?
First, mailers often forget or overlook the fact that they have choices. Or, they focus on a cost-per-thousand, rather than investing in formats that generate cost-effective response and bottom-line profitability.
As professional direct marketers who understand the value of continuing to use "what works," we should be loyal to our control formats. However, just because a control is a solo or self-mailer doesn't mean that every customer or prospect communication sent should be in that format. For example, you may decide to use a different format for prospecting than you do for customer follow-up. And just because a format is the current control doesn't mean its success will last forever. Testing formats is as important as testing lists, offers and creative.
So I encourage you to reconsider your format alternatives and their strategic impact on your mailing results.
Points to Consider When Selecting a Format
Your mailing objective. Are you trying to sell a product in one step, generate a qualified lead for two-step follow up, or drive traffic to an event, store or Web site? Do you want response to come by mail, phone, online, fax or in person? Do you expect immediate response (phone or online order), or is it likely to be delayed by days (mail order or retail store visit) or weeks (trade show booth visit).
All these factors influence the format and its creative components. For example, if your goal is a one-step sale, your format needs to include an order form, order organizer, phone number or URL. If you expect orders with credit card payment by mail, the order form can't be a postcard. You need either a courtesy or postage-paid reply envelope, or ask the customer to supply her own.
And if you don't expect immediate response, your format needs to include a retention or reminder device for later action. This can be as simple as enclosing a business card or a self-sticking note with a URL, to conceivably affix to a computer monitor.
The format needs to support your response objective. Mailing a self-mailer or postcard because it's faster, easier and less expensive to produce may sound enticing, but if it's not strategically sound, your format choice can cost you response and profits.
Your primary and secondary audiences. Think of your format as a door opener for reaching your target audience. Did you know it's quite likely your targeted audience for a single mail piece isn't a single individual? Your audience may or may not include at least one mail screener, a decision-maker and multiple influencers. For example, if your mailing has to get past the mail room or an administrative assistant to reach an executive who then shares it with others, you need to factor all these people when selecting and creating your format. The same strategic thinking applies if you're trying to reach a high school senior whose mother probably screens the mail, and quite likely holds the college purse-strings.
Never assume your mailing goes straight from the postal carrier into the hands of your targeted reader. That rarely happens. However, the format is your tool for ultimately getting it there and getting it seen by the right person/people. Make it look personal and important. If there are influencers involved, design the format so it can be routed, referred to and possibly filed for making a decision-a longer buying cycle. An example of this would be a mail piece that includes a routing slip or file folder, complete with tab.
Your offer. Because your offer is key to the success of your direct mail, do all you can to maximize its impact on response. Remember, the offer is the proposition you make to push your customer over the edge of indecision. It's everything you're willing to give in exchange for his or her response-including a mailing format that makes it easy and convenient to respond.
Here are some offer-boosting tips to incorporate into formats:
• Because a classic solo mailing is inserted in an outer envelope, the solo lets you include an additional insert. Inserts are an effective tool for focusing the reader's attention on a free gift, free shipping, two-for-one pricing or a special discount, or for driving online orders.
• With a postcard, you can use a dot whack to call attention to a new product or discount with a deadline.
• A catalog gives you the opportunity to create targeted "wraps" on the same version of the catalog to promote offers to reactivate lapsed customers, welcome first-time buyers or reward cream-of-the-crop customers.
In all cases, the foundation for selecting your format starts with your objective, audience and offer.
Pat Friesen is president of Pat Friesen & Co. She can be reached at (913) 341-1211 or friesen_pat@hotmail.com.
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