One of the most powerful benefits of a direct personal mail campaign is that it can be made unique and personal to every single recipient. “Personal” does not merely mean “personalized” with the recipient’s name inserted in a fill-in-the-blank sort of way. Rather, “personal” means that the individual is going to receive mail with relevant images, copy, and offers that will appeal to their unique sensibilities.
Using direct mail in this way takes advantage of the intimate connection that direct mail has with the person who lifts it out of the mailbox.
How to Make a Connection Using Personal Mail
People have gotten used to junk mail over the years. If your organization is not careful, “junk mail” can refer to anything that looks corporate or business related in any fashion. However, there are many ways to get around a recipient’s instinct to toss the mail out as soon as they receive it.
The fact is that direct mail — when used correctly — still holds a mysterious and powerful allure over people. Your recipient can easily become curious or flattered as a result of the way you “package” the mail they receive. To make sure that your direct mail will resonate on a personal level with your clients, consider the following advice:
Decide on a Purpose
There are many reasons to send direct mail to someone. Perhaps you want lead generation out of an unfamiliar customer. Maybe the mailer contains some sort of direct-to-order function. Another effective use is to prompt previous customers to make another purchase with a special offer.
Before you decide on a mailing campaign, determine its purpose with razor sharp focus. A personal-feeling mailer counts for little if the recipient has no clue what they are supposed to do next.
Get Specific with Your Mailing Lists
The lynchpin of any direct mailing operation is its list. Your mailing lists should be accurate, up to date, detailed and specific. There are so many ways to glean analytical information for prospective clients that sending out a generic mailer should be unthinkable. Instead, make sure, at the very least, that you know the recipient’s name, interests, demographics and purchasing habits.
Make Your Mail Stand Out
Humans are innately curious. We tend to drown out patterns, but an anomaly in that pattern will catch our attention and make us reconsider assumptions.
Use this phenomenon to your advantage by making your direct mail “purple cow” — something that generates curiosity and wonder. You can achieve this goal by using non-standard envelopes, colors or exterior decorations.
You should also be certain to use recognizable branding as a component of your envelope. A well-placed logo or color scheme will create a sense of quality and professionalism. A blank envelope can send the opposite message: your company does not want to put forth the effort to represent itself well.
Letter Jacket envelopes can be custom printed with any sort of design, copy or illustration you choose. Our high-quality printing is more likely to stand out in a mailbox full of plain white envelopes. Take a look at our products page to begin making an impact and forging connections with your direct-mail recipients.
