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Package Design – Envelope or Self-Mailer/Postcard?
It’s one of the most frequently asked questions
in direct mail, “which format should I mail
- a letter or a postcard?”
Unfortunately, there is no simple answer. Most
novice direct mailers assume a postcard or self-mailer
is automatically the most productive way to go.
They are cheaper and the advertising message is
more easily read since an outer envelope does
not cover it. However, in over thirty years in
the direct mail industry, we’ve discovered
that a letter (more often than not) will perform
better – securing more leads, members, subscribers
or purchasers than a postcard or self-mailer,
even when the increased costs of postage, printing
and mailing are taken into account.
With direct mail, one thing is very certain.
The more personalized your mailing, the more likely
its recipient will read it and take action. That’s
why letter packages are so powerful. Real people
send things in envelopes to other real people.
And consumers, especially in this day and age,
want to be catered to on a personal level. Nothing
gets a busy prospect’s attention like a
big thick envelope with a strong message called
a “teaser” printed on the outside.
Our research has shown that most Americans quickly
thumb through their mail, opening most envelopes
to quickly examine what’s inside –
in case there is a check, valuable coupon or even
a bill. At that point a savvy marketer has the
near complete and undivided attention of their
target audience and a potentially unlimited amount
of space to dazzle and impress them.
With a postcard or self-mailer, however, consumers
seem to spend less time examining the mailpiece,
instead instantly categorizing them as “junk
mail” as they pull them out of their mailboxes.
The very open and bold way a postcard or self-mailer
proclaims your advertising message is the very
reason they may not be as effective as a traditional
letter. Plus, due to various U.S. postal regulations,
marketers are limited in how big or complex they
can make their postcard or self-mailer. The more
complex your offer and the more words needed to
explain and sell it, the less likely a postcard
or self-mailer will work for you.
That is not to say that post cards and self-mailers
are a waste of direct mail dollars. If your budget
is limited or your advertising message is extremely
simple, these formats may be perfect for you.
The only certain way to determine which format
you should use is to conduct a test. Mail the
same offer via both a letter package and postcard
- then measure which results in the greater number
of inquiries or sales.
In our experience letter packages almost always
work best when selling technology products, magazine/newspaper
subscriptions, telephone service, high-end prestige
consumer goods, professional services, financial
products - including loans and credit cards -
or when soliciting contributions through the mail.
Postcards and self-mailers seem to work best
for providing coupons to previous customers, announcing
sales or inviting customers to a grass-roots style
marketing event or selling lower-end consumer
goods where a “no frills and low price”
sales message is important.
DirectMail.com can help you evaluate your options
when deciding on the perfect package design for
your direct mail marketing campaign – call
us today at 1-888-690-2252 or click
here to see how!
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