By Debbie Cole, Weeklypostnc.com

June 28, 2021

Choosing the best package and following these simple suggestions can help you increase response rates and sales.


Talon is a Long Island New York Based Direct Mail service provider (letterhsop)

Let’s look at various direct mail formats and their benefits. Using the right one for the type of prospect you’re trying to reach can pay huge dividends.

Postcards

Postcards come in a variety of sizes and are very economical to print and have a lower postage rate. Postcards are very effective attention getters because there is no envelope to open and your message is easy to read. Postcards are a good way to put a coupon or special promotion in the hands of potential customers. People tend to keep coupons for future use.

Oversized postcards create a stronger visual impact than traditional sizes and are more likely to grab the recipients attention.

Letter Packages

This is the most traditional and common form of direct mail. The package typically consists of a letter, a flyer, brochure or lift note, an order form or reply card, and an outer envelope. The letter is the most important part of your direct mail package.

A very personal letter (e.g., “Dear Mrs. Compton”) has a better chance of connecting with the recipient. The content of the letter typically spells out the benefits of the offer in detail. The outer envelope is a very important part of the package. It has one job – to get itself opened. This is your first, and maybe your last, chance to get the attention of the mail recipient.

You can design the envelope to look personal or official depending on the market you are trying to reach. Typically, the more you make the envelope look like a personal correspondence from a friend or family the better. Handwritten text, actual postage stamps, applied return address labels, blue or red ink, invitation style envelopes, or colored envelopes all help to make things look more personal.

The strategy of creating an envelope to look official is to make it look like it contains something important or official such as something from the bank or IRS.

Self-Mailer Flyers

A self-mailer flyer is a single sheet of paper (of any size) that is folded one or more times to create a multi-panel flyer. The term self-mailer means they stand alone in the mail and are NOT inserted into an envelope.

By eliminating the envelope, you are reducing costs (for both printing and mail inserting). When you need a little more space for to show your product or need to include more copy than you can on a postcard, a self-mailer is a good choice. This type of direct mail is best used when photos, illustrations and other graphics can contribute to communicating your message.

Catalogs

Catalogs are perfect for companies that offer multiple products or services. Catalogs can be custom-designed and vary in size and pages to fit your businesses needs. A good practice is to place your popular items in the front pages to entice the recipient to keep flipping through the catalog. It’s also a good idea to include a coupon(s) or special offer to encourage them to buy.

Three-Dimensional Mailers

If you want to send something that’s really going to stand out in the mailbox, then this is your best option. Three-dimensional mailers could be a box, a tube, or a bag and include an object such as a gift or product sample. A mail package with something lumpy inside will get the attention of the person receiving it and most likely will be opened out of curiosity.

These types of mailings can be effective in reaching business executives whose mail is screened by a secretary, and they are practically guaranteed to be opened by consumers at home. This type of direct mail is expensive and should be used when you have a relatively small, well-defined audience of otherwise difficult-to-reach prospects.



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Talon Services Include: Direct Marketing Services, Postage Discounts, Bulk Mail, Bulk Mailings, Laser Letters, List Rental Fulfillment, email blasts, File Maintenance, Digital Printing, Direct mail data processing, database services, Dupe Eliminations, NCOA processing, List Rentals