The Bowels of the Mail Beast
While my duties have shifted (radically) over the past few months, I still review our giant mailbag (over 1,000 pieces a month) in order to uncover the trends in direct mail, along with finding intriguing new pieces or others that have stood the test of time. Recently, I took a look inside many of these increasingly colorful mailers to see what trends were popping up.
First, just like the outside, the slimmed-down approach is also visible inside, with more 2-page letters instead of 4-page letters, for example. More reply cards are perfed to the letter, which usually means that the letter is only one page.
I'm also seeing fewer copy tactics like the Johnson box, bolded copy, subheads, margin copy, multiple P.S., etc. It's almost as if the marketer no longer believes that prospects 1) have much time and 2) even remember what a letter looks like anymore! Apparently, prospects don't want to read much, yet with the scarcity of long letters in the mailbox, perhaps the chances for long copy succeeding are actually better than ever today?
Funny enough, the letters — long or short — with shorter paragraphs and readable font (that's large enough, even up to 14 pt.) still strike me as the most effective. The small, cramped copy in long paragraphs on a single page are a turn-off, in my opinion, compared to the letters that still take their time, lead with a great story, etc.
Of course, many mailers these days don't bother too much with story and simply get right to the punch, with their offers, their missions, etc. They often start with the reply card as the first thing the prospect sees when cracking open the envelope. This seems ludicrous to me, but it happens more and more.
Component-wise, there are fewer of them. Buckslips are an endangered species, while brochures are holding steady, largely because they sometimes replace letter copy entirely, or at least in part. Freemiums are also disappearing, but when they do appear, they're less bulky and likely to be simple things like a bookmark, decal, a certificate of appreciation, etc. Even address labels have decreased, while calendars have become rare.