Last week we spoke about the importance of using targeted direct mail and I outlined the four important components you must think about. This week let's tackle issue No. 1: Getting it delivered.
I know it sounds simple. Write out your letter or postcard and drop it in the mail. The problem is that often times your mail may not ever get delivered. There have numerous stories over the years of postmen dumping mail that they identify as obvious junk mail. Why? They figure since no one is expecting it why not loosen their heavy load. In fact there was a building in New York that postman used to dispose of their junk packages each day for years and years. The building was full, ceiling to roof and one hot day it actually caught fire.
So how do you make sure it gets delivered? First I would suggest using a regular envelope and have it hand addressed. I even go so far as to have a label with an American flag (the ones a charity might send you in the mail for a donation) on it.
I use a real stamp, not an indicia (the postage mark generated by a machine). And I always use a first class stamp not the cheaper classes.
You must do everything in your power to fake out the mailman (or woman) into thinking that this is a letter that your prospect is waiting to receive.
Important tip: Any time you do a mailing - whether it's a postcard or a letter, or for that matter even an e-mail - make sure you are added to the mailing list and make sure a few of your friends are as well. That way you will know for sure that it was delivered and when it was delivered.
Next week we'll continue this discussion and cover the importance of getting it opened.
Brian Sacks is the CEO of
