Boost Direct Mail Results with 'Augmented Mailers'

One of the easiest ways to improve direct mail results is by testing “augmented mailers.”

In an augmented mailer, you add a little something extra to make your mail piece stand out in the prospect’s mailbox.

These “something extras” can include higher-grade paper stocks, color, die cuts, embossing, pop-ups, envelope enclosures, scents, sounds, video, and various postage and delivery options.

Here are a few examples of augmented mailings that have been proven to work well over the years:

1. Seeds

Tactic: In your #10 envelope control package, enclose a packet of garden or flower seeds.

How it works: On the outer envelope, imprint a teaser instructing the recipient to shake the envelope. When they do, and hear the seeds rattling, they will open the envelope to see what’s inside.

Messaging: Seeds are living examples of the potential for growth, so in your letter’s opening paragraph, reference the enclosed seed packet. Then tie it into “growth” – revenue, productivity, success – that your product can help the prospect achieve.

2. Playing cards

Tactic: In your envelope, enclose either a single playing card, several cards, or a whole deck of cards.

How it works: You can use either off-the-shelf playing cards or have special decks made with your company name, logo, product photo, or other custom image on the backs of the cards.

Messaging: Tie-ins with your brand can include the ace (“ace your competition”), the king and queen (“we treat you like royalty”), or any other card-related terms and themes (e.g., “don’t gamble with outdated valves in your plant”).

3. Money

Tactic: Send real money in a regular envelope, padded envelope, or box.

How it works: Two proven DM mailers: (1) enclose or attach a coin to the letter or (2) enclose a bag of shredded money, which you can buy online here.

Messaging: For coins you can dramatize how little something costs; e.g., just a nickel a day. Shredded money works well for promises of good ROI.

4. Bold color envelope

Tactic: Use an outer envelope made of a slightly heavy black, red, blue, yellow, or green stock.

Why it works: Stands out from the pile of plain white envelopes in the prospect’s mailbox.

Messaging: Messaging is optional, though it doesn’t hurt to reference the color of the envelope in the letter copy; e.g. a “red letter day,” “black hand letter.”

5. Audio, video, or software on disk

Tactic: Enclosed an audio, video, or software disk in the envelope. Consider referring to the enclosed disk in the envelope teaser copy; e.g., “MAGNETIC MEDIA ENCLOSED.”

Why it works: (1) the envelop feels a bit heavy, prompting the prospect to open it, (2) the audio  appeals to your sense of hearing, (3) people like video, (4) software has high perceived value.

Messaging: In the letter, stress the utility and value of the audio, video, or software content on the disk; e.g. what the software applications do; instructional content on the audio; visual demonstration on the video.

6. Puzzle

Tactic: Enclose a simple, small, and inexpensive game or puzzle.

Why it works: Toys and puzzles are fund, different, and engage recipients, who enjoy finding them inside the mailer and then playing with them.

Messaging: Tie in with the type of enclosure; e.g., for a puzzle, “Put the pieces together.”

7. Shock and awe package

Tactic: Multiple elements – e.g. sales letter, brochure, book, disk, product samples, and also novelty items such as candy, pens, pads, calendars, or anything else that seems interesting and appropriate. Mail it in a box.

Why it works: It “shocks” the recipient, in that it is different and  unexpected, and also triggers delight and even “awe” at receiving the treasures inside.

Messaging: You can be whimsical, dramatic, mysterious, or teasing in referring to the box or its contents in your teaser; e.g. enclose a baseball when selling training that teaches salespeople to “make a winning pitch.”

About the author:

Bob Bly is a freelance copywriter specializing in B2B and direct marketing. He  has written copy for over 100 companies including Sony, IBM, AT&T, and Intuit. McGraw-Hill calls Bob Bly “America’s copy copywriter.”

Bob is the author of 100 books including The Copywriter’s Handbook (St. Martins). He can be reached via email at rwbly@bly.com or on the web at www.bly.com