This is the latest article in my series about the importance of using targeted direct mail. In the first, I outlined the four important components you MUST think about. Last week we covered getting your mail delivered and an important tip that will allow you to always know it was delivered.
This week let's tackle issue No. 2, which is getting it opened.
Let's face it, just because you got your direct mail piece delivered, you still need to make sure it accomplishes a few other important components for you to get maximum results. There is a famous marketer I have studied for many years named Gary Halbert. Here's how he explains what happens when people open their mail.
They sort their mail over the trashcan into three piles
1. Obvious trash
2. The "A pile:" bills, checks and other important letters not yet identified
3. The "B pile:" I'll get to this stuff later
Our job is to make 100 % sure our mailing arrives in the A pile! How?
Well just like I mentioned in our last article you should design it not to look like obvious junk mail. Here are some ideas.
1. Hand address it
2. Live stamp
3. Use a return label that doesn't involve your company name
4. Use lumpy mail- meaning add something to the letter that jiggles around or is hard.
5. Use a mock Fed Ex overnight envelope
WARNING: You must be careful here. I don't like letters disguised as a check and other important documents. It will get opened but then people are upset that it is not a check and will usually throw it away because they feel tricked.
I cover a lot of "lumpy mail" and other samples and tactics in the marketing section of the Loan Officer Formula website (
Next week we'll cover getting it read so stay tuned!
Brian Sacks is the CEO of
