Mail Activity Highlights: B-to-B
The B-to-B mail was all about buzzwords this month. While the self-mailer format typically dominated, the words that business folks want to hear in this current challenging economic climate were repeated again and again, such as “reliability,” “security” and “cost-effective.” Clearly, businesses are scrambling to say that they’re doing things better than their competitors.
Headsets.com went with an oversize self-mailer, 5-3/4˝ x 11˝, that uses all of the outer’s real estate to promote its Plantronics CS55 wireless telephone headset. Operating almost like a brochure, it plugs five attractive features of the product—“OFFICE MOBILITY, Roam up to 300 feet from your office phone”—next to a picture of the headset. On the back of the outer, it uses a strong promise to draw the prospect in: “Find the time you’ve been losing … You’ll get more done in less time with the CS55 wireless office headset, FREE for 60 days.” Lastly, a word that prospects may like seeing in this cash-crunched current environment? “Free.” It’s mentioned four times on the outer alone. The mailing’s also got a toll-free call to action and an offer expiration date on the outer’s back.
Spot-glued on one side, the self-mailer opens up to reveal two large horizontal panels, with a small business reply perfed to the right side. The outer promise is repeated above three paragraphs of copy: “Don’t let your business stop when you step away from your desk.” More features of the headset are spotlighted. The only false note? A mini-testimonial that’s anonymous. If you’re going to go to the trouble of using a testimonial, the prospect is going to want to see who said it; even “John D.” is better than nothing (Archive code #810-684806-0805).
Another mailing that emphasized many of the key buzzwords that today’s business prospects are clamoring for was a Xerox lead generation effort. “Business security,” “reliable,” “cost-effective,” “office productivity,” “document security” and “streamline your workflow” are all on the outer! The 6˝ x 9˝ self-mailer also gets the prospect’s attention right away with provocative copy—“The greatest threat to your business security could be right down the hall”—and a provocative sweepstakes, “WIN a Panasonic Blu-ray Disc Player!”