Slick Self-Mailers That Get the Sale
Every month, I sit down with Paul Bobnak (director of research at Who's Mailing What!, the most complete library of direct mail and email) at a big round table in our archive, and we pour over the mail. We spot some trends, and inevitably see some outstanding mail alongside some, well, lousy iterations.
One format that's here to stay is the self-mailer, including the postcard and any mailing that isn't contained in a typical envelope (or box). When I examine the numbers, it ranges from taking up 45 percent to 48 percent of the mailstream over the last three years.
It's no big mystery why they continue to be mailed. For many businesses and organizations, frequency is important — and this format allows you to be frequent mailbox visitors with your prospects, clients, customers and/or donors without breaking the bank.
Plus, because self-mailers and postcards in particular are less intrusive to the busy prospect than the mail piece that you must open to read; you can send them more frequently without perhaps overdoing it.
Frankly, nearly every company or organization - even fundraisers that typically stay with envelopes — could help itself marketing-wise with a postcard of some kind at some point.
Let's take a quick tour through the mail to see some outstanding self-mailer examples (see the slideshow below). And remember the KISS ("Keep It Simple Stupid") principle, told to me by Keith Goodman, vice president of corporate solutions of Modern Postcard: "Capture their attention, tell them the benefits of doing business with you and then tell them how to do business with you."
Ethan Boldt is the chief content officer of Direct Marketing IQ, which operates a marketing bookstore as well as Who's Mailing What!, the most complete and fully searchable database of direct mail and email. You can contact Ethan at firstname.lastname@example.org.