The use of lift notes in direct mail efforts has taken a hit in recent years, as publishers continue to favor the bare-bones professional discount voucher effort, which generally consists of an order form, reply envelope and outer envelope. But this element is making a comeback, since it’s a low-cost addition to a simple mailing that can boost the bottom line efficiently. Mailers outside of the publishing arena are also starting to show an interest in lift pieces because they add an extra voice to a direct mail campaign’s sales presentation.
Consider including a lift note in your direct mail campaigns if your objective is to:
PLAY DOWN RISK: Lift notes are great tools to help reinforce the message that prospects are under no obligation to buy on soft offers, such as trials. While the main letter should state this message, the lift note can provide greater support with merchandise return labels or copy that fully explains the no-risk nature of the offer.
ADD CREDIBILITY: While the main letter and brochure obviously need to come from a product manager or top executive at your company, the lift letter can introduce third-party commentary. For example, you could use a particularly strong customer testimonial as the entire lift note, especially if it positively answers the top objection prospects have to responding to your offer. The lift note is also a good place for celebrity endorsements, if your company has a relationship with a famous personality. Celebrity names can add considerable weight to the emotional aspects of your offer, such as how your product might improve buyers’ lives.
STRESS PRODUCT BENEFITS: Since the letter and brochure often cover a variety of features and benefits, the lift note can zero in on the strongest of benefits. Not only does this technique support the overall sales presentation, but it also allows prospects who skim package elements a fast way to learn the highlights of the offer.