Innovative Systems

April/May 2008
Effective Direct Mail Advertising

Would you like a guarantee that someone will open one of your mail pieces? Hand write the address and use a lightweight envelope to give the appearance that there is a check in the envelope. Other than that, there is no guarantee.

Most of you are using or have used bill stuffers with varying degrees of success. The key in using a bill stuffer is to make it compelling enough to stimulate the “what’s in it for me mindset.” It is important to keep in mind who likely opens an expected mail piece like a bill. The person handling the bills is likely to be the most cost-conscious person of the household. So consider designing your bill stuffer to look like a money saving coupon. While you’re at it, why not include a legitimate offer that will save money like a free month’s service for upgrading.

If you want to use an envelope that needs to be opened, be obsessive about NOT making it look like a solicitation. Labels, bulk mail stamps and no return address are all red flags of a solicitation. Don’t be afraid to put your logo on the envelope as you will be recognized as a local company. A plain, business size envelope with your logo and the contact name and address printed directly on the envelope gives the piece an “official” look and the best chance of getting opened.

If you’re doing a stand-alone direct mail piece and want it read, a post card might give you a better chance of being noticed. You local printer should have good ideas on how to best put together an effective post card piece. One thing that is well-received is individualized digital post card printing that puts the customer’s name right into the graphical layout. If you don’t have a printer that can do that, shoot us an e-mail and we can give you a referral.

You are invited to direct any questions related to marketing Innovative Systems AP products to either Scott Meyer (605.990.7202) or Lisa Johnson (605.990.7149).