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All About Clever Direct Mail

One of the beauties of direct mail is that it allows you to send people just about anything you can print. Your creative options are virtually endless. And while the standard envelope package is usually considered the most effective, there are plenty of other formats you can test.

Often an alternate format will increase response. But even if your response ends up being lower, many formats let you deliver your message at a reduced cost while maintaining enough response to offset the difference and give you more net profit. Here are a few format ideas:

There are various companies that provide clever direct mail services for direct mail campaigns

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Reduce costs with a self-mailer: It offers low cost and a quick read, good for quickly recognized content. It also helps speed response because it's not as in-depth as a full package and looks more urgent and newsy.

To make a self-mailer work at peak efficiency, combine elements of a standard direct mail package and a print ad. Include a strong headline in bold type, copy in easy-to-read sections, strong visuals, clear offer, reply card, toll-free number, message or mini-letter printed near the recipient's address, feature list, testimonials, guarantee, and other elements as needed.

Signal exclusivity with an invitation: To make an offer special, you can issue an invitation in the appropriate format, usually a smaller envelope and letter on high-quality paper. This works best for offers targeted to high-income prospects, professionals, and executive-level positions; for events such as conferences, meetings, and presentations; or for offers that need a quality feel.