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| Everyone likes getting gifts! So make your mailer a fun surprise! |
Everyone enjoys receiving a present. Opening a package with anticipation of its contents reminds us of past birthdays and holidays. So if you want to get a prospective customer interested in your mail advertisement, consider making it more like a present than a piece of mail.
"Lumpy Mailers" as they are termed, have a response rate well above 10% and some companies have seen response rates as high as 50%! Compare that to the typical response rate for conventional mail pieces which are around 2-3%.
Many people might shy away from loading up their prospecting mail pieces because they think it'll cost them to much. Between postage and materials, is it really worth the extra cost? While the initial investment in producing a "lumpy" prospecting piece is slightly higher, the returns are far greater. And there is good news!
As of January 22, the United States Postal Service offers first class postage for up to two ounces on any package for the standard one ounce price. That means you don't pay anything extra on postage to load up your mailer! So you might as well get the most bang for your buck! The significantly higher response rate you will generate from the extra weight will increase your return on your investment. People like to open things when they think there is something interesting in it.
Most importantly, with the extra weight, you can get creative with your mailer! Instead of loading your piece up with more paper, find a creative way to tie your business into the mailer. Even something as simple as a branded calendar or notepad can do wonders to keep your company on your potential customers' minds. Or you can go with something a little more creative. If your a mortgage firm, have a mailer die-cut into the shape of a house or perhaps even make your letter out of a thin piece of roof tile for a unique texture.
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Anything that adds volume and fun to your piece will increase the chances someone will open it and read your offer.
In addition to creativity inside your prospecting piece, look to make your piece stand out on the exterior too. Take advantage of the wide range of package shapes and sizes. They offer a great way for your mailer to catch your prospect's attention.
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Engage your prospect with colorful designs and decorations. Place a post-it note on the envelope! That's right, we can send your mailer with a personalized post-it note attached to the exterior of the envelope. Now your client has a reminder about your offer that they can stick on the refrigerator before they even open your letter.
Utilizing these unique services, as well as the newly expanded weight capacity from the Postal Service, Synergy can help you design a direct marketing campaign that is sure to expand your business and increase your advertising return on investment! Get a free quote online for your next direct marketing campaign or give us a call at 714-824-3780!
