Centage has been mailing a variation of this package for a few years, having also tested a postcard, a 6" x 9" self-mailer and a one-page letter with a 8-1/2" x 11" insert. This year's mailing will determine how the larger, four-page 11" x 17" brochure will perform against last year's smaller insert. Along with monthly direct mail drops from April through September, the company also advertises online and engages in email and telemarketing campaigns.
While it is too soon to calculate this year's results, Intravia says the campaign is on track to perform as well as it did last year. She shares that past direct mail campaigns have brought in as much as a 300 percent total return on investment in revenue. "It's much more than a breakeven," Intravia notes.
Intravia plans to use her direct mail marketing's healthy ROI to test more vertical messaging in next year's mailings. Using design templates to produce variations on the mailing, she wants to address different industries' needs with specific copy. "There's certain industries where we've had a lot of success ... I would want to test this package with very industry-specific messages. How our solution, the Budget Maestro product, can be tailored to help them budget for their particular industry needs," she describes. The only challenge, she reveals, is finding new lists and further segmenting her lists to get enough volume and quality for a good return on a vertical mailing.
Benefits of a One-Page Letter
You may be lucky enough to get your business mailing onto the decision maker's desk, but you need more than luck to actually get your letter read. One tip to appeal to busy executives is to keep your sales letter short and sweet. "People are very busy these days, and there's a lot of competition for their attention ... So I think that a one-page letter, getting to the point as soon as possible, with the language that resonates with their daily challenges is sufficient to motivate them to take some action," says Holly Intravia, director of marketing for Centage. "If you've got something attractive, interesting and engaging, and your message is right on, that'll motivate the prospect to call you or go online to your website," she adds.