Separation Provides Clarity -- and Lift
Recently, we have done several articles on the increase in dot.com companies using mail to drive Web site traffic. Now, Seattle-based company Network Commerce is using mail to advertise its programs that can cure any business's Internet woes.
Network Commerce provides businesses with the technology, services and commerce networks they need to successfully conduct e-commerce on the Internet. In this 5" x 10" package we received in the July mail (836NETCOM0700), the company promotes four programs which are designed to boost Web site revenues: Online Shopping Mall, Treasure Chest Advertising/Licensing, Product Search Engine and BottomDollar Comparison Shopping Engine. The package contains a letter, a business reply card (BRC) for the recipient to request information on one or more of the programs, and another clear envelope containing four cards which explain each program in detail.
The 41/4" x 9" cards are printed in full color on thick, glossy paper stock. The cards would surely stand out in the package, so why separate them in a clear envelope?
"We wanted to be sure that there was a distinct separation among our various product lines to ensure that the messaging was clear," says Pat Hunt, senior marketing manager for the consumer business unit. "This not only gives our audience the sense that they are receiving more choices, it increases the likelihood that they will respond because they have a more detailed understanding of each product line."
Adding a separate envelope inside the package does have a small extra cost, but it has been cost-effective for Network Commerce. Not only has it increased response, but Hunt says responders are more focused.
"They actually know what they're calling to inquire about," says Hunt. "Prior to this, the product line was one big pie..."
The company chose to make the envelope translucent rather than white or colored for several reasons. First, it wanted a unique look. Secondly, it wanted prospects to have an idea what was in the envelope. The company didn't want people to think it simply contained coupons or other clichéd direct mail items.
The July drop was the first time Network Commerce mailed this package.
However, the company is currently re-mailing it because it did so well. So far, nothing has been tested against it.
* Whenever you are making multiple
offers in one package, be sure that each individual item is explained clearly and separately. If your offer is confusing, you lose the prospect's attention.
* While it's okay to promote product
options in one package, make sure you don't include too many elements in a
b-to-b mailing, because it may be identified as "junk mail" by secretaries and not passed on to the recipient.