One of the best things a direct mailer can do to help craft the most effective direct mail campaign is give the copywriter a sample of the product so said copywriter can personally study it and understand its benefits. But what if you have no samples to offer?
The recession is only one factor to hit publishing with an uppercut to the chin. Add the gradual exodus of readers from newspapers and magazines to the more current (and for now) free internet. The brutal tug of war for diminishing advertising dollars. The lack of a sustainable profit model. Rising postal costs. The greening of America. And, well ... so much more!
It's been a rough year for publications, including magazines and newsletters. With some closing their doors, others reducing frequency, and others simply slashing staff but trying to maintain the same output (and quality), you'd expect to see less expensive efforts in the mail and fewer premiums in those mailings.
Deluxe self-mailers appeal to publishers for a few main reasons: their creative potential, visibility in the mail, quick production time and low cost. Yet when publishers test self-mailers against more traditional letter packages, they may find that the more expensive letter packages still come out on top.
For all intents and purposes, the voucher format's grip on publishers' mail plans seemed to be loosening in the winter of 2007 and into the following spring. But then the financial markets nose-dived, taking with them what little money publishers had to invest in more exciting mail. Save for March and April 2009, when publishing mail was lighter anyway, the past six months have produced a reliable return to 40-plus percent voucher use.
For some business-to-business mailings, all that's necessary are a lead generation self-mailer, a few benefits and a call to action. However, when you sell a complex product or service, you may need more real estate to showcase your offer.
In this era of personalized messaging, direct marketing can become a dicey proposition for organizations that target a vast array of consumers. However, Consumer Reports, the consumer products education and empowerment magazine for consumer advocate nonprofit Consumers Union, uses its popular brand as an independent expert on all products to its advantage in reaching its wide-ranging audience.
Writing about the economic downturn in a direct mail package can be a sensitive subject. To date, only a handful of direct marketers have attempted to do so and gotten it right. You don't want to remind consumers of how bad things are and get them in a penny-pinching state of mind when you are trying to promote your product or service. But if your product or service provides added value to protect consumers during a downturn, then the faltering economy can, in effect, become a selling point.
Time Inc. recently launched a publishing experiment called Mine, which combined reader-selected sections from eight of its publications with personalized ads run by one major advertiser (Lexus for this go-around). This publication is attempting to mimic the RSS (Rich Site Summary) feeds in printed form that are so popular on the web.
The standard rule in direct mail testing is to roll out your control to the majority of your list and send a smaller panel of test packages to compare results. That's the safe bet, putting most of your eggs in your previously top-performing direct mail basket.