When mailing to a business audience, it's always a challenge to get a package through the mail room, passed the administrative gatekeeper and into the right person's hands.
Yet, getting into the decision maker's hands is only half the battle. Once the busy executive has your message in hand, your mailing needs to immediately resonate with her or it goes straight into the recycling bin.
In its April mailing advertising Budget Maestro software, a financial management tool, Centage vied for credibility and relevance by tailoring its message specifically to its audience of financial managers.
The package arrives in an 11" x 17" kraft envelope with only a plain business address label. Enclosed are a one-page letter and a four-page, 8-1/2" x 11" glossy brochure. There is no reply device in the mailing, because the call to action directs prospects to call an 800 number or go online to find out more about the product and sign up for a 30-day trial or webinar (Archive code #836-699110-0907).
To establish credibility and relevance, the letter opens with a personal touch: "Dear Britt, Everyday senior financial executives like you, are analyzing their financial results ... You've got to keep a tight handle on expenses and cash flow." This "you-oriented" copy shows the prospect how Centage understands her professional role and how it can help meet her needs.
Another strength of the letter is that it's written from Centage's chief financial officer, John Orlando. Holly Intravia, director of marketing for the Natick, Mass.-based software provider, says that in the past she's tried sending letters from the director of sales, but using the CFO as the signer adds a lot more credibility to the letter. There is also a paragraph about how Orlando was personally involved in developing the software to ensure it meets a CFO's needs. "It adds some validity that our own CFO was involved in the product and is interested in sharing and educating prospective CFOs about the solution," Intravia says.