See how people sort your direct mail

I’ve pointed out previously that while you might spend days, even weeks, crafting a direct mail message, recipients will spend just seconds deciding whether it’s worth their attention.

Here’s a video from Pitney Bowes illustrating this simple idea.

Let me first say that I disagree with the comment that a plain envelope is “boring.” The fact is, a plain envelope, especially one that looks personal, is a great way to get people to actually open the envelope and look at what’s inside.

Most of the other comments are worthy of consideration. For example, you have to get the recipient name and address right. Nothing will kill a mailer faster than addressing it to the wrong person. You must clean your list before you mail. And please remember to make sure you’re sending just one mailer to a home address unless you intend otherwise. I’ve been seeing a lot of waste recently with the same mailing arriving for various spellings of my name and my wife’s name.

Don’t take the list for granted just because you’re a copywriter or designer. It’s true this isn’t your direct responsibility. But like it or not, employers and clients will judge you (at least in part) based on the performance of a mailing.

Comments

4 Responses to “See how people sort your direct mail”

Chad Kettner - Sports Copywriter on March 10th, 2009 6:31 pm

Interesting video. She’s a bit annoying, but has some solid points.

But I also agree with you that the white envelope is effective. If it had the right name on the front, she may have still thought it was “boring”, but she’d open the envelope out of curiosity to see what was inside.

Even the restaurant with the map on the envelope (the one she liked) didn’t get opened – so perhaps blank is better!?!
Dean Rieck on March 10th, 2009 8:50 pm

Chad:
Yes. My rule for teaser copy is “When in doubt, leave it out.” It’s sickening how many winners I’ve had with “boring” plain (or nearly plain) outer envelopes.
The Direct Marketing Voice Links 3-11-2009 | The Direct Marketing Voice on March 11th, 2009 10:25 am

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Mailing Lists on March 17th, 2009 11:24 pm

Interesting video. I’ve never thought someone could be influenced by an envelope or creative postage. I thought the actual marketing material was most important.