Hill Holliday Relationship Marketing's Nancy Harhut on Getting Your Mailing Into the Must-read Pile
EB: Is piquing the prospect's curiosity another underplayed tactic?
NH: We know we have only seconds before someone changes the channel, turns the page, deletes the e-mail or tosses the envelope. As we think about what prompts curiosity though, we should think more broadly. Sometimes it's a clever, intriguing line or graphic, but other times it's something more subtle. A sticker placed askew on the outer envelope. A smudge just under the address. The way the corner card is treated.
EB: Is tactile mail also underplayed?
NH: There are so many wonderful things you can build into a mail piece today. It can really be designed to involve all the senses. And the sense of touch is key with a mail piece, because unlike digital or electronic media, mail is a channel that requires touch. And people like to touch things! I've seen wooden postcards, furry self-mailers, Tyvek outer envelopes—each with a corresponding case study that proves its worth. And don't forget that study after study has shown that interactivity lifts response—regardless of medium.
EB: Lastly, "we want what we cannot have." How does one wield this truism?
NH: As for wanting what we can't have, this can be a very powerful tool for direct marketers. Social scientists talk about the Principle of Scarcity. Simply put, we want more badly those things that we think we cannot have or that we soon won't be able to have. So, for example, advertising an opportunity as the last chance for the prospect can lift response. So, too, can limiting the number of products any one customer can buy.