Direct Mail Strategy: Mind the Gaps
7. Use dot whacks or a different outer envelope for follow-up mailings. Keep the mailing contents the same, but change the color, size, die-cut window shape or texture of the carrier. Or add a dot-whack sticker with a strong teaser. It’s a cost-effective way to provide a double-whammy follow-up. Make sure to track your results.
8. Recycle, please. Did you know the Environmental Protection Agency has found that direct mail accounts for only 2.2 percent in weight of the total municipal solid waste generated in the U.S.? So, we’re not the landfill culprits many make us out to be. A 2005 USPS study also showed that 85 percent of U.S. households read some or all of the direct mail they receive. This is good, but it doesn’t mean we shouldn’t continue fine-tuning our targeting skills and encouraging recycling.
Studies also show there is a perception that direct mail isn’t recyclable. We need to be part of the education process. The Direct Marketing Association, Envelope Manufacturers Association and Magazine Publishers of America have launched the Please Recycle campaign to encourage recycling of envelopes, cartons and packaging products. To learn more about the program and use of the Please Recycle logo on your mail pieces, visit www.the-dma.org/recycle.