Open Sesame! How to get your direct mail opened & read

Open Sesame! How to get your direct mail opened & read

January 17, 2017

 

Remember those dreadful school papers where you had to submit a minimum of 1,000 words or you’d fail? Well throw that notion out the window when doing direct mail! Statistically, people lose interest about 10 seconds into reading something, so you better catch their attention right away!


The best chance of having your mail opened is by having an interesting envelope. Whether it’s a handwritten font or a captivating logo, your envelope is the first thing a prospective client will see, so if it’s not impressive, they won’t bother finding out what’s inside. 


Once your envelope is opened, the next step is to impress them with your letter. Imagine you have just 8 seconds to grasp your reader, what should you do? One of the biggest mistakes you can make is typing out a long, drawn out letter that doesn’t convey something useful for the client. 


The best rule of thumb is to look at your mail piece objectively. Ask yourself the following questions: 


1.    Would I open this envelope? 

  • Does this look like spam? Or is it genuinely worth my time? Take into account your envelope size, color, and font. 

2.    Would I read past the first paragraph or would I toss this letter? 

  • Do the first few sentences include a captivating open, a special opportunity, or an attractive call-to-action? No? Then why would you keep reading?

Basically – if you wouldn’t open the envelope or read the letter, why would they? 
Want more information on how to maximize your open and read rates?

 

Give me a call directly at (828) 270-7604 or email me at nataliya.s@everestdmm.com and I’ll guide you on how to successfully get calls from your direct mail campaign with Everest Direct Mail & Marketing! 


-    Nataliya 
 

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