News
 A
Short Menu of Profitable Direct Mail Formats
By Dean Rieck
One of the beauties of direct mail is that it allows
you to send people just about anything you can
print. Your creative options are virtually endless.
And while the standard envelope package is usually
considered the most effective, there are plenty of
other formats you can test. Here are a few ideas.
Often an alternate format will increase response.
But even if your response ends up being lower, many
formats let you deliver your message at a reduced
cost while maintaining enough response to offset the
difference and give you more net profit. Take a look
at a few format ideas:
• Reduce costs with a self-mailer. It offers low
cost and a quick read, good for quickly recognized
content. It also helps speed response because it’s
not as in-depth as a full package and looks more
urgent and newsy. To make a self-mailer work at peak
efficiency, combine elements of a standard direct
mail package and a print ad. Include a strong
headline in bold type, copy in easy-to-read
sections, strong visuals, clear offer, reply card,
toll-free number, message or mini-letter printed
near the recipient’s address, feature list,
testimonials, guarantee, and other elements as
needed.
• Signal exclusivity with an invitation. To make an
offer special, you can issue an invitation in the
appropriate format, usually a smaller envelope and
letter on high-quality paper. This works best for
offers targeted to high-income prospects,
professionals, and executive level positions; for
events such as conferences, meetings, and
presentations; or for offers that need a quality
feel.
• Add urgency with a telegram. This is a good idea
that is, unfortunately, wildly overused. It can be
little more than an envelope design, such as “Urgent
Gram,” “Speed Gram,” or some variation. Or it might
be an envelope and letter combo resembling an actual
telegram printed on yellow paper with tractor-feed
holes down the sides of the letter. One way to make
this format work is to create your own
urgent-looking envelope for fulfillment materials.
This allows the envelope to get noticed and assures
that the contents will be relevant and interesting
instead of boilerplate.
• Create an official look with a snap-pack. This
format is often used for official notices or
statements, so it gives your ad message the same
feel. And because the recipient has to rip open the
edge of the envelope and pull out the contents, it
creates involvement. It’s good for generating
inquiries or for organizations with recognizable and
trusted names. It has been used with particular
success in the nonprofit sector to deliver what
appears to be an urgent, cheap appeal for funds.
--- Dean Rieck is president of Direct Creative, a
full-service creative firm. E-mail:
DeanRieck@DirectCreative.com.
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