5 hurdles your direct mail package must overcome to get opened
TRANSCRIPT
One of the hardest things is to get the recipient to open your direct mail package; therefore
the outer envelope is of prime importance.
According to Siegfried Vögele, a research professor of direct marketing, there are 5 steps.
1. They check their name and spelling;
2. They check the name of the sender;
3. Then look for any message;
4. Check the postage mark;
5. Finally, they go to the back to open the envelope and read any
continuing message before deciding whether or not to open it.
Here are the major hurdles your direct mail package must overcome:
Hurdle 1: The package doesn’t look interesting enough
According to Siegfried Vögele, the average
person spends between 5 - 10 seconds scanning their mail, screening and deciding what to open, what to discard or
what to save for later.
Solution – Arouse curiosity
Example 1 : The teaser in the envelope intrigue readers to open it. When readers open it they can find the answer in the brochure alongside.
Solution – Arouse curiosity
Example 1 : When readers open it they can find the answer in the brochure alongside.
Solution – Make it newsworthy
Example 2 : The envelope alongside for Interval House, Canada's oldest shelter for abused women, with the toothbrush showing and the words: “There is no time to pack when you are running away.”
Hurdle 2: Your envelope tells them you are asking for money
Your logo and name on the envelope instantly flags who the letter is
from and what the contents are about. Most recipients can deduce that you are most likely asking for funds. New
or lapsed donors may not open the package.
Solution – Give a good reason to open
Example 1 : Give readers a small hint of what's inside works well. “A child shouldn't have to...”
Solution – Give a good reason to open
Example 2 : If you have something for them, mention like: “Inside: Your copy of a Special Report on Cancer.”
Test and Result
1st group: People received the envelope with only the words
2nd group: People could actually see a part of “Special Report on Cancer” on their envelope
In a split test...
Test and Result
The results of the second group increased the open rate by an additional 35%.
1st group: People received the envelope with only the words
2nd group: People could actually see a part of “Special Report on Cancer” on their envelope
In a split test...
Hurdle 3: All envelopes from charities look the same
Do you know that 90% of all envelopes from charities are No. 10 envelopes?
Solution – 9” X 6” envelope
Example : The 9” X 6” envelope clearly stood out from a sea of regular No. 10 envelopes. It doesn't cost more than a regular one.
Hurdle 4: Your envelope is not engaging enough
Many packages look and feel bland with little incentive to open them.
Solution – Get readers involved!
Example 1 : Use “Involvement devices”, anything that will encourage the recipient to spend just an extra few minutes, such as “Yes” “No” stickers, a quiz, a puzzle.
Solution – Get readers involved!
Example 2 : To highlight the plight of refugees a piece of cardboard was inserted in the package to conjured up the image of homelessness.
Hurdle 5: Lack of imagination to capture the reader's interest
Nonprofits gets stuck in routine and don't spend time to think creatively about how
to grab the reader's attention.
Solution – Think outside the box!
Example : Here is a great example that convey a very important message about teenage suicide.
