News
 Direct
Mail Strategy: On the Radar
By Pat Friesen,
direct response copywriter and creative strategist
"What's new in direct mail?" is one of the most
frequently asked questions I get from colleagues,
clients and readers of this column. These people
aren't asking about the latest USPS postal
regulations; instead, like you, they want to know
about new practices, formats, offer incentives and
other elements they should consider testing.
With the new year just around the corner, this
month's column is devoted to products and business
ideas that have recently come to my attention. Some
are brand-new; others have been around but recently
jumped back on the radar. Check them out, then test
those that fit with your business goals.
Corny Carriers
Clear carrier envelopes may not be new; however, the
latest generation is both clear and green. You now
can mail carrier envelopes made from a sustainable
agricultural product as well as biodegradable
polypropylene. Shapes and sizes include catalog
envelopes, DVD sleeves, badge holders and jewel pak
CD/DVD sleeves.
While there are probably other eco-friendly
fabrications available, Univenture's EarthFirst PLA
(polylactic acid) film is made from annually
renewable corn. Crystal clear, this film doesn't
look any different from petrochemical-based clear
film, and in many cases, it prints better because
ink dries faster on it. Because PLA is compostable,
EarthFirst PLA film is accepted by most public
compost facilities and normally composts within
weeks, according to Univenture.
If you already use clear carriers, consider testing
corny carriers and informing your customers about
why you're using them. If you don't already use
clear carriers, this may be one more reason to test
the idea.
Envelopes That Lead Double Lives
While we're on the topic of eco-friendly carrier
envelopes, here's an update on the latest generation
of reusable carrier envelopes that double as reply
envelopes.
But first, a brief history lesson. Tension
Envelope's Walt Hiersteiner created and patented
what probably was the first two-way returnable
envelope almost 30 years ago. The newest two-in-one
envelope with patents pending was created in 2002 by
Ann DeLaVergne, founder, president and CEO of
ecoEnvelopes. Like many entrepreneurs, she created
her first prototypes at her kitchen table using her
sewing machine. Since then, her company has worked
with the USPS to adapt that original kitchen table
design to make it compatible with USPS mail handling
equipment.
EcoEnvelopes are manufactured in a variety of
business sizes in two versions from FSC- and SFI-certified
papers, using up to 100 percent postconsumer waste.
They are printed with soy and water-based inks and
use bio cell window films. The window envelope
version has the postage indicia showing through the
window with directions for reuse on the back. The
unique, tear-off patch version accommodates an
indicia, metering or stamps as postage. Again, reuse
directions are on the back. Both are USPS-approved
and can be used with high-speed inserting and
processing equipment.
Prepaid ‘Credit' Cards
OK, maybe these aren't brand-new, but they are worth
mentioning. Prepaid cards like the MasterCard and
Visa cards from Springbok have the look and
perceived value of a credit card, but work like a
universal gift card. From a direct marketer's
perspective, prepaid cards have myriad applications.
You can customize them with your message or logo, or
leave the visual focus on the MasterCard or Visa
logo to maximize the perceived value. They can have
one-time value or be reloadable, require
activation/registration or not. Marketers can mail a
replica card printed on cardstock, then send the
actual plastic card to those who respond. Prepaid
cards can be used to generate trade show traffic,
encourage Web site visits and registration, and
more.
In fact, prepaid cards are a perfect fit for the
Direct Marketing Association's
finding that nearly 33 percent of people respond to
direct mail online. That's how I qualified for my
$10 prepaid card. I received a lead-generating
postcard in the mail from Springbok, then registered
online. Now Springbok has my postal and e-mail
addresses for follow-up communications.
Dynamic Mapping
This digital printing capability is personal;
practical; and the perfect solution to directing
customers, prospects, donors and prospective
students to hard-to-find locations.
Dynamic mapping gives the individual mail recipient
a personal map highlighting the route from his or
her street address to a specific location. This "how
to find us" technique has been used by churches,
universities, retirement communities and even pizza
locations. But there are thousands of other
applications. And you don't have to mail huge
numbers to use it cost effectively.
As I write this, Quebecor World is about to launch
Store.driver, a variation on this technique.
Designed to drive store traffic, Store.driver
in-line formats will have the capability to include
a map, paper gift card and fragrance strip. While
I'm not sure of the menu of fragrances available, my
imagination is running wild with all the
possibilities.
Postal Mail Read Online
If you haven't already read about Earth Class Mail (www.earthclassmail.com),
you should. This service potentially affects how
your direct mail pieces are received, scanned, read
and managed by your targeted audience.
Launched in 2006, Earth Class Mail allows you as a
subscriber to "view scanned images of your sealed
envelopes online, then choose to have your (postal)
mail securely scanned into a PDF document, recycled,
shredded or forwarded to you or someone else."
I encourage you to take a look. As my husband
reminds me, "Information is your friend." Better to
know what's going on in the marketplace, new and
old, than to assume these developments won't affect
you.
---Source:
Target Marketing Magazine Nov. 1, 2008 newsletter. (www.targetmarketingmag.com).
Pat Friesen is a direct response copywriter and
creative strategist. Reach her at pat@patfriesen.com.
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