To Letter or Not to Letter, That Is the Question
I have heard many people say that the younger generation is not going to read a letter so send them a postcard or a self-mailer. Well, while it may be true that the younger generation is not reading the whole letter, they are reading enough of it to get the point. Make sure that you have bold words, bullet points and a strong PS. This is what they are looking at as they skim the letter. Give a letter a try if you have not done so before, you may be surprised by your results.
In summary, postcards, self-mailers and letters are all good ways to market your company with direct mail. Each one has pros and cons. Test, test, test to see how your audience responds. Knowing who responds to what can help you provide direct mail your recipients want to receive. Assume nothing, test, track and test some more. See how creative you can get.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.