Beat the Clock
The Three-Minute and 33-Second Rule
Assuming your mail piece reaches the right individual, that doesn't automatically mean it gets opened and read. Keep in mind the "Three Minute and 33 Second Rule:"
The average person spends three seconds or less deciding whether to keep or toss a non-catalog mailing (solo, self-mailer, postcard, etc.), 30 seconds or less deciding whether or not to open and look at its contents, and three minutes or less reading it.
If your solo mailing includes a brochure, four-page letter, two or three inserts, a lift letter and an order form, it's very unlikely every component will get read.
Tips & Techniques
Here are some tricks, tips and techniques worth testing to make your mailings stand out in even the most crowded mailbox.
• If you're doing a solo mailing inserted in an outer envelope, vary the size, color or paper stock of the outer envelope. Tests show that simply changing the color of the envelope can significantly increase response. Going from a #10 envelope to a 6˝ x 9˝ or 9˝ x 12˝ can also increase response.
• If your audience mainly receives flat formats (envelopes, self-mailers, postcards, catalogs), test mailing a box or tube. If the additional expense seems prohibitive, test the new format by mailing it to your most valuable customers or hottest prospects. If it's successful with these segments, continue testing deeper into your list with each test.
• Teaser copy with or without graphics can be powerful. Teasers are also easy and inexpensive to test.
• Start selling on the outside of your package. Sell a product or promote your offer on one or both sides of the carrier.
• Make you mailing odd-sized or over-sized. You may have to pay additional postage, but it could be the best investment you make all year.