Mail Activity Highlights: B-to-B
The offer is key in all direct mail, and that's especially the case in the B-to-B sector. Businesses are not going to sign up for a service based on great copy alone . . . they want to see an offer that makes sense for their bottom line. They want a "great deal." Many such "deals" were in the mailstream in October, the latest month that's completely integrated into our comprehensive Who's Mailing What! Archive.
The first effort we will examine comes from Yahoo!, which sent out a simple 6" x 9-1/2" self-mailer. On one side is a picture of a happy female customer holding a large sign that says, "Sell to me." Next to her is the teaser, "Attract more customers to your website." Below, in small red type, is the special offer to get a $50 credit when you sign up for "sponsored search." The addressed side of the self-mailer gives more detail about what this sponsored search entails. With a small image of a computer screen, an arrow with the words "Put Your Business Here" points to the upper part of the computer screen and the shaded portion of search results. Rather than go into a long list of benefits, Yahoo goes the simple route with this copy line above the computer screen: "Sign up today and start connecting with customers searching for what you sell" (Archive code #837-698557-0810).
On the outer of the fold-out, four-panelled 5-1/2" x 8-1/2" self-mailer from Help Desk Technology is another computer screen, but this time transposed in front of a colorful sunrise. Alongside the inviting computer screen with attractive icons, the cover line "Evolution, or Intelligent Design?" gets business prospects' attention and the bottom line of copy - "Choosing NEW! HelpSTAR 2008 over Remedy Help Desk" - takes on the competition. Folding out to four copy- and design-intensive panels, the inside of the mailer delivers tons of content about HelpSTAR along with an informational DVD tucked into the final panel. Prospects are encouraged to watch the video introduction and are offered an "Unconditional 45 Day Money Back Guarantee."