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34 Sugar Hill Road Killingworth, CT 06419 Voice: 860.663.0552 Fax: 860.663.0553 |
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Excerpt from the Direct Marketing chapter of The Product Marketing Handbook for Software |
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Components of Effective Direct Mail Pieces
The envelope of a direct mail piece is designed to persuade recipients to open it and examine the contents of your mailing. (An interesting point to note is that research conducted by the Franklin Mint, a company with a long history of direct marketing, indicates that 6" x 9" size is the best performer, with response rates .5% to 1% over the number 10 and other shapes.) The trend in software marketing has been to simplify envelopes and strip out fancy graphics and four-color printing in favor of a more personalized or professional look. Mailing labels are now rarely used and bulk stamps, which give a more personal feel to the envelope, have become increasingly popular. Please remember that many mailrooms and executive personnel automatically strip out ostentatious and overly colorful pieces as junk mail. The Covering Letter The function of a covering letter is to establish an emotional rapport with the reader and persuade them to act on your offer. Covering letters usually run about two full pages, though occasionally they can be longer. Many letters make use of a graphic "violator" called the "Johnson Box" (named after a famous direct marketer). A Johnson Box is often placed at the top of the letter (above the fold line) or in the middle. The box can consist of asterisks, ruler lines or simply appear as a bolded header. It can contain the offer, an 800 number, web link, expiration date, guarantee of satisfaction, testimonial, etc. Use of a Johnson Box is most appropriate for retail class offers and looks out of place in letters aimed at C-level executives. A Johnson Box can also be used in EDM offers an should fit above the scroll point and in the standard Outlook viewing pane (the current standard for E-mail programs.) Other graphic elements that you may consider including the cover letter include a picture of the sender (this can surprisingly effective), a picture of a industry expert who has used or endorsed your product (also very effective but please make sure you have permission to use their likeness), or a photograph or graphic of a white paper or case study that functions as a cover letter's bounce-back piece. Testimonials from named customers are also very effective in building interest. Testimonials in a cover letter are short, usually no more than three lines, and your goal should be to include at least three of them in your missive. It is often effective to dedicate a section of the letter to your testimonials or "concentrate" them in the second letter. Avoid using testimonials from "generic" users; they are not credible. An ideal testimonial should include both a favorable statement about your product or service-"your business intelligence software is tremendous"-with a clear and measurable benefit-"and decreased our marketing costs by 15%." The length of your letter's copy will vary depending on your audience and offer. For books, magazines, and information offers, long copy tends to work better. For lead generation offers, a one page letter is usually optimal. The tone of the copy should be direct and friendly but avoid over personalizing your letter; most people find the repeated use of their name, especially their first name, grating when repeatedly used by someone with whom they have no direct personal connection. For lead-generation pieces aimed at senior executives, formatting should be plain, clean, and highly readable. The Second Letter Also referred to as a "lift letter," the function of this component is to strongly reinforce your offer. It can do this by attempting to overcome a common objection, by adding an extra added inducement to buy via a "P.S," by including a testimonial from an expert in the field, etc. Second letters are often 5" x 7" and are usually folded on the theory that unfolding the paper creates a tactile involvement with the piece and increases response. The Brochure As noted in the Collaterals chapter of the Handbook, the function of a brochure or flyer is to explain the features and benefits of your product in a compelling fashion. In some cases, your basic brochure may need to redesigned or laid out to match the look and feel of your direct marketing offer. Premiums The function of the premium is to take advantage of the human desire to acquire neat things and useful information for free. Premiums can include books, gadgets, and even money. For a period of time in the mid- and late-90s, many companies included dollar bills with surveys in the hope that guilt would spur increased response. The Order From The Order Form functions as the call to action of your piece. Many DM campaigns avoid calling the order form an "order form," preferring to refer it to in "friendlier" terms such as a "survey," "free examination order," "enrollment application," etc. An effective order form incorporates the following components:
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34 Sugar Hill Road Killingworth, CT 06419 Voice: 860.663.0552 Fax: 860.663.0553 Copyright Aegis Resources, 2007. All rights reserved |
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