Mailshot Advertising/Awareness campaign
Discussion
Im putting together a small mailshot campaign ( 200 letters ) , targeting local businesses in the area.
im just hung up one one small detail.
whould it be better for me to use
1) Plain envelopes with their address stuck on via a printed label
2) Plain envelopes with their address stuck on via a printed label with my logo on it
3) Plain envelope with their address and my logo printed directly onto the envelope
4) Plain envelope with their address printed directly onto the envelope
5) Window'd envelope with their address showing from whats printed on the letter inside
6) Window'd envelope with their address showing and my company logo printed onto the envelope
ill be printing my letters/labels/envelopes on a duplex colour laser printer.
im just want to present the most professional image i can ( short of getting mail franked which i cant afford the hardware for )
and at the same time, i want to avoid confusion. i.e messing up the print order and getting the wrong letter in the wrong envelope ( but i'll live with that if thats the optimal choice )
and another point, i will be sending an SSAE inside each posting, would it be best to attach a 1st or 2nd class stamp ( for image sake, next day responce time is not mission critical )
im just hung up one one small detail.
whould it be better for me to use
1) Plain envelopes with their address stuck on via a printed label
2) Plain envelopes with their address stuck on via a printed label with my logo on it
3) Plain envelope with their address and my logo printed directly onto the envelope
4) Plain envelope with their address printed directly onto the envelope
5) Window'd envelope with their address showing from whats printed on the letter inside
6) Window'd envelope with their address showing and my company logo printed onto the envelope
ill be printing my letters/labels/envelopes on a duplex colour laser printer.
im just want to present the most professional image i can ( short of getting mail franked which i cant afford the hardware for )
and at the same time, i want to avoid confusion. i.e messing up the print order and getting the wrong letter in the wrong envelope ( but i'll live with that if thats the optimal choice )
and another point, i will be sending an SSAE inside each posting, would it be best to attach a 1st or 2nd class stamp ( for image sake, next day responce time is not mission critical )
thanks for your input/reply
The business that i am targeting will most likely have lots of work exp staff ( colleges schools etc ) so i see your point there.
mostly though, they will be small businesses, and i plan to be phoning each one of them up first to try and get the name of somebody with responsibilities.
my main qualm though, is that i dnt want to appear to be "just another junk mailer" and loose them potentially forever at the first step.
The business that i am targeting will most likely have lots of work exp staff ( colleges schools etc ) so i see your point there.
mostly though, they will be small businesses, and i plan to be phoning each one of them up first to try and get the name of somebody with responsibilities.
my main qualm though, is that i dnt want to appear to be "just another junk mailer" and loose them potentially forever at the first step.
If you are ringing up first, presumably you are going to use that as an excuse to mention your company name whilst harvesting contact names? If so, even more reason to use 6) as someone might remember speaking to you and therefore pay more attention to your letter.
On the SAE question, have never used them myself, so can't usefully comment. Suspect that most people will be pleased to find one with a stamp on, regardless of it's class!
Regardless of what you do, the whole thing is very hit and miss. It's more a question of hitting potential clients with something they need at a given moment, and if they don't then hoping that they will file your information somewhere it can be accessed at a future date rather than in the round filing cabinet! Same seems to apply whether you follow up mail on a quarterly or even monthly basis.
On the SAE question, have never used them myself, so can't usefully comment. Suspect that most people will be pleased to find one with a stamp on, regardless of it's class!
Regardless of what you do, the whole thing is very hit and miss. It's more a question of hitting potential clients with something they need at a given moment, and if they don't then hoping that they will file your information somewhere it can be accessed at a future date rather than in the round filing cabinet! Same seems to apply whether you follow up mail on a quarterly or even monthly basis.
SystemParanoia said:
thanks for your input/reply
The business that i am targeting will most likely have lots of work exp staff ( colleges schools etc ) so i see your point there.
mostly though, they will be small businesses, and i plan to be phoning each one of them up first to try and get the name of somebody with responsibilities.
my main qualm though, is that i dnt want to appear to be "just another junk mailer" and loose them potentially forever at the first step.
In which case, maybe, The business that i am targeting will most likely have lots of work exp staff ( colleges schools etc ) so i see your point there.
mostly though, they will be small businesses, and i plan to be phoning each one of them up first to try and get the name of somebody with responsibilities.
my main qualm though, is that i dnt want to appear to be "just another junk mailer" and loose them potentially forever at the first step.
7) Neatly handwritten - On 200 it wont take much longer.
Second best to that would be a label. What should be a definate though is an individually signed letter - blue ink.
Also remember that with 'cold' mailshots a 'good' response is 3%. That would be maybe six leads if you are lucky. Unless the letter allows them to act immediately on your offer, then maybe a more personal approach would be better?
re: 7) Neatly handwritten
Did you mean, hand written letter, or a windowless envelope with a handwritten address on it?
if on the envelope, then i feel its a good idea, and i may just rope the better half into writing some up with me ( he he )
i like the idea of signing each letter individually showing that i actually put some time into this.
this leaves me thniking, maybe i could print my logo onto small address labels and also have my return address on the same label?
The potential customers will be able to log onto my website ( when it goes live ) and use the service immidiately, the business logo has the business name in it, which is also the business url.
that is why i thought about having the logo on the envelope.
they will also be able to telephone and fax orders in if they choose.
Did you mean, hand written letter, or a windowless envelope with a handwritten address on it?
if on the envelope, then i feel its a good idea, and i may just rope the better half into writing some up with me ( he he )
i like the idea of signing each letter individually showing that i actually put some time into this.
this leaves me thniking, maybe i could print my logo onto small address labels and also have my return address on the same label?
The potential customers will be able to log onto my website ( when it goes live ) and use the service immidiately, the business logo has the business name in it, which is also the business url.
that is why i thought about having the logo on the envelope.
they will also be able to telephone and fax orders in if they choose.
Edited by SystemParanoia on Tuesday 11th December 15:36
SystemParanoia said:
re: 7) Neatly handwritten
Did you mean, hand written letter, or a windowless envelope with a handwritten address on it?
if on the envelope, then i feel its a good idea, and i may just rope the better half into writing some up with me ( he he )
i like the idea of signing each letter individually showing that i actually put some time into this.
this leaves me thniking, maybe i could print my logo onto small address labels and also have my return address on the same label?
The potential customers will be able to log onto my website ( when it goes live ) and use the service immidiately, the business logo has the business name in it, which is also the business url.
that is why i thought about having the logo on the envelope.
It depends what your angle is. Writing this type of direct mail is really an art unto itself!Did you mean, hand written letter, or a windowless envelope with a handwritten address on it?
if on the envelope, then i feel its a good idea, and i may just rope the better half into writing some up with me ( he he )
i like the idea of signing each letter individually showing that i actually put some time into this.
this leaves me thniking, maybe i could print my logo onto small address labels and also have my return address on the same label?
The potential customers will be able to log onto my website ( when it goes live ) and use the service immidiately, the business logo has the business name in it, which is also the business url.
that is why i thought about having the logo on the envelope.
I have spent probably about £30k into big direct mailings over the last 2 or 3 years or so and got a response rate from 0.2% up to 3.5%. They have ranged from an open "This is what we do, contact us for some more info" to "This is what we do, this is exactly what it costs. Sign here.".
There are quite a few good books out there to help you on your way as there is a HUGE difference in response from what you would write in your first try compared to a more refined or targeted approach. Things like a headline, even down to what font you use really make all the difference.
To give you an idea I have had a 1% response from my first 'try' which was big and colourful and cost about 40p a shot to print compared to a 3% response from a standard b&w A4 letter. Its all in the wording contained and the personal touch you can offer them.
JustinP1 said:
7) Neatly handwritten
Amen to that...The highest response to ANY direct mail is always (and always will be) a hand addressed letter with a 'live' first class stamp in the corner.
If you're only sending out 200 letters then you can and should go down a very personal route. Make sure it's hand addressed and contains personalisation both to the recipient (John Jones) and specific to his industry (This is how we can help your printing company to be more profitable, etc).
A hand written letter is more likely to get past the normal gate keepers (secretaries, office juniors etc).
Even better would be a letter send via TNT or any of the express carriers in one of their envelopes, and marked as 'Private and Confidential'. Then when the recipient opens the TNT envelope there is another envelope inside. This is the envelope that contains your letter. On the top of the first page of that letter you put a hand written Post-It note that says...
"Hi Jim, here's some more information for you" (or similar)
That's called a 'grabber'. It's an involvement device that immediately gets the recipients attention and hopefully encourages them to read the letter in full.
This kind of attention to details get very difficult when you scale up the volume of mail being send, but for only 200 pieces this method will give you by far the greatest return.
Cheers
found a blog about marketing basics.
http://www.stevegibsonconsulting.co.uk/blog/catego...
just posting the link here for my own refrence later-on
http://www.stevegibsonconsulting.co.uk/blog/catego...
just posting the link here for my own refrence later-on
If you don't want to go the whole way of handwriting each letter in full, at least hand write the recipients name after "Dear" and of course, sign it personally. If possible try to include some personalisation within the letter, without overdoing it. Where possible tailor the letter to the industry of the organisation you are writing to, displaying the specific benefit they will get from using you.
Have you thought about some sort of free prize draw to encourage them to use the return envelope you are providing? just make sure you follow the appropriate regulations if you do.
Have you thought about some sort of free prize draw to encourage them to use the return envelope you are providing? just make sure you follow the appropriate regulations if you do.
Lots of information on the royal mail site if you have time to find the relevant stuff! Also, a while ago on there somewhere you could fill in your details and they sent you a free 130 page book called 'Direct Mail for Dummies' which gave lots of tips.
However, depending on your market, the way to have a successful mailshot may vary drastically! Response rate could vary greatly from 6% for mobile phone industry to 17.2% for office supplies according to direct mail for dummies book quoting DMIS response rates survey 2005! Average for business-business was 10% - But then, you know what they say about statistics.....
Having done many targeted mail shots at work, if we get 5% response we would be thrilled!!
All depends what you are doing...
As for addressing the envelope and sending things out, personally i feel that the more personalised the better. But of course depends what you are doing. If you want to come accross as a larger company than you are, then using SmartStamp (which will print your logos/slogan too!) will give a much better impression IMHO than a stamp.
A covering letter is always nice too - hate getting post when someone has just put a leaflet in an envelope and obviously fired it out to thousands.
Good luck!
However, depending on your market, the way to have a successful mailshot may vary drastically! Response rate could vary greatly from 6% for mobile phone industry to 17.2% for office supplies according to direct mail for dummies book quoting DMIS response rates survey 2005! Average for business-business was 10% - But then, you know what they say about statistics.....
Having done many targeted mail shots at work, if we get 5% response we would be thrilled!!
All depends what you are doing...
As for addressing the envelope and sending things out, personally i feel that the more personalised the better. But of course depends what you are doing. If you want to come accross as a larger company than you are, then using SmartStamp (which will print your logos/slogan too!) will give a much better impression IMHO than a stamp.
A covering letter is always nice too - hate getting post when someone has just put a leaflet in an envelope and obviously fired it out to thousands.
Good luck!
Free book here: http://www.royalmail.com/portal/rm/content1;jsessi...
SystemParanoia said:
@ stepej - i was not aware of this service, ill have a look into it.
@ justinp1 - wow, you have alot of insight into this! ill head over to waterstones tomorow, and see what i can dig up on the subject.
do you know any authors to look out for ( or avoid! )
The best and most complete overall view is "I want to buy your product, why havent you sent me a letter yet?"@ justinp1 - wow, you have alot of insight into this! ill head over to waterstones tomorow, and see what i can dig up on the subject.
do you know any authors to look out for ( or avoid! )
I can check if you need the exact title but the authors name is Carole if that helps!
I have read quite a few but that one had most of all that was in the others and a good few bits of info that the others didn't. There are also plenty of good examples in there. Highly recommended.
You could always spend a tiny bit more money and send them a postcard? Your website address on one side - then on the reverse six reasons why they should log on and use you.
Any high street print shop could print that for you - 2 colours to face, one colour reverse - A6 in size (don't go bigger than A5 max, costs more to post) and they get so many out of an A3 sheet it'll cost relative pennies.
I'm a dm printer and have sent out endless campaigns for just about every direct mailer you could name, and I'm a huge fan of a postcard - simple and direct. If your service is good and likely to win repeat business companies can stick up by their desk. Much better than a letter from that point of view.
Good luck.
Any high street print shop could print that for you - 2 colours to face, one colour reverse - A6 in size (don't go bigger than A5 max, costs more to post) and they get so many out of an A3 sheet it'll cost relative pennies.
I'm a dm printer and have sent out endless campaigns for just about every direct mailer you could name, and I'm a huge fan of a postcard - simple and direct. If your service is good and likely to win repeat business companies can stick up by their desk. Much better than a letter from that point of view.
Good luck.
i didn't read all of this thread, just scanned it.
i can offer you a solution that saves all the cost, i'll do it for free (for now) and give you a higher response rate.
pm for details,
DonnyMac
www.wizemail.co.uk
i can offer you a solution that saves all the cost, i'll do it for free (for now) and give you a higher response rate.
pm for details,
DonnyMac
www.wizemail.co.uk
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