Strategy Session: Making Mail More Relevant
For example, we did a sweepstakes mailing for a small leasing company. The prize was nothing exceptional—a 32-inch color TV.
Because the prize wasn't very exciting, I had to make the presentation more exciting. On the outside of the large brochure, I wrote, "How big is the prize in our new leasing sweepstakes?"
When you opened the brochure once, it doubled in size, and the copy read: "Big ..."
When you opened it again, it then read: "Bigger ..."
You needed both hands to open the last fold, but when you did, you held in your hands a huge facsimile of the screen of a 32Ë TV set, and the headline read, "Actual size."
Try doing that in any other medium.
If you're not using all three dimensions, you're wasting one of the great strengths of direct mail.
2. Next, and just as important, direct mail is a personal medium.
Now, you may think e-mail is personal (or even too personal, if you don't have a good spam blocker), but direct mail gives you even more of an opportunity.
Direct mail allows you to talk to each individual-based on what individuals have done in the past; how, when and what they purchased; and when they last did business with you.
We did a highly successful letter for an insurance company that started like this:
When you first took out your policy back in ... a new house cost an average of $89,000. Today, the average cost is $234,150. A gallon of gas cost 89 cents. Today, the average cost is $1.99. A loaf of bread cost $1.04. Today, the average cost is $2.50.
The fact is that inflation has taken bigger and bigger bites out of your retirement income. And the insurance you purchased back then might not be enough.