Direct Mail Strategy: The Power of the Format

Weigh the strategic value of your mailing device

September 2006 By Pat Friesen

multipage

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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