1. Make it Stand Out!
In the Tony Roni mailer we created and sent (pictured below), we have two very eye catching components: 1. The headline: We Like Big Crusts and We Can Not Lie. And now you have the song “I Like Big Butts and I Can Not Lie” in your head. Since the Tony Roni brand lends itself to it, we had some fun with the headline so people not only get a chuckle, but more importantly, remember the piece.
The other thing is that we decided to send an oversized postcard that is 9.5 X 13, which is significantly bigger than your average piece of paper. This way no one will miss it! Smaller postcards can get lost with the rest of the mail and thrown away without a second thought. This big honking postcard will get noticed, if nothing else. The other side of the postcard had compelling coupons so recipients could take an action based off of the card.
2. Use a Code to Track it!
In the mailer (pictured below) for Harvest Seasonal Grill & Wine Bar, we used an affixed card with a code on it. Customers who redeemed the card would receive half off a second entrée. This card was collected by servers to track the outcome. The code on the card can be used in the ordering system to track the meals that use the code. This part of the equation is crucial, so we know what the return on the mailer is. If we don’t have this, it would be difficult to know whether the campaign was successful, and whether we should keep using it in the marketing strategy.
3. Let Visuals Tell the Story!
Although the Eventions Productions piece we’re showing here was not used as direct mail, it still does a good job of showcasing that you don’t need a lot of copy to get your message across, especially if you have a very visual business. Since Eventions does high-end event lighting and sound, they can let their stunning work speak for itself, and use some supporting copy to drive home the message. Here you can see the inside of the tri-fold we created.
4. Have a time limit!
You might think keeping the code/coupon/card valid for a longer period of time would give you a better response, but the truth is that consumers get lazy, lose the card, and/or forget about it. An expiration date will give recipients the jump they need to use the deal now or lose it.
5. Use a good printer!
This one may seem obvious, but there really is a difference when you’re selecting your direct mail partner. Make sure they are super knowledgeable about postage rates, how to properly print your creative, what paper works best, and what postage areas you’re mailing to. We’ve had amazing experience with companies (thank you FMI Direct) and we’ve had terrible experiences. Pick your marketing partner wisely.
