Elements of a successful direct mail package

Elements of a successful direct mail package A little imagination goes a long way toward overcoming difficult or unexciting subject matter when you're creating a circulation direct mail package It's not at all unusual for direct mail packages to wear out quickly in finite markets where the same mailing lists are used frequently. For many limited-universe publications--particularly business and trade magazines--sneaking a subscription solicitation onto a prospect's desk has, of necessity, become an art form.

Direct mail packages for SRDS products have an average life expectancy of about 12 to 14 months. SRDS mails into relatively small market segments for all their media planning and buying catalogs. So, imagine their surprise at possesing a four-year-old control package for the SRDS Direct Mail List Rates and Data.

For the past four years, this subscription direct mail package has beaten everything thrown at it--including two completely new test packages (a #10 and 6" x 9" format), a premium version of the existing #10 control, and an envelope test version of the control.

This winning package is a circulator's delight--simple to produce, economical to mail. It has some well-thought-out features; and it's worthwhile to study each package component for clues to its seeming invincibility.

What makes this direct mail package so successful? 1. The outer envelope I think the envelope has a lot to do with the success of this package. Some solid direct marketing savvy went into its creation.

The teaser copy reads: "Pros want it, Newcomers need it, You can test it--FREE for 20 days!" This approach accomplishes a couple of things. It targets every prospect, both novice and veteran. It also piques curiosity about the package contents and promises a free trial. And because the copy makes prospects wonder what's inside, it's hard not to open the envelope for a peek at the contents.

The graphics carry the copy to its logical conclusion. As it should, the design works with the teaser to intrigue. The envelope is pale blue with light gray lines overprinted to suggest laid paper without the expense of using special paper.

Beyond this, typewriter repro is used as the typeface to suggest a personal appeal. A return address, again in typewriter repro, is printed on the flap rather than in the usual left-hand corner. And, the return address uses the circulation director's name only. No company logo is shown. This is a deliberate decision made to enhance the overall mystery of the envelope by refusing to telegraph the package contents.

The preprinted third class bulk indicia is "designed" to look like a postage meter. Very often, mailers find metered envelopes outpull ones with preprinted indicias. So, the envelope makes use of this knowledge without the increased expense of metering the mail in the lettershop. The indicia also maintains the subtle suggestion of a personal solicitation by looking as though it might have run through a company's postage meter. 2. The sales letter Johnson Box copy above the letter salutation states the sub offer immediately and reinforces the free trial offer mentioned on the outer envelope.

The salutation--"Dear Direct Marketer"--targets the prospect very specifically. This technique tells the prospect that SRDS knows something about him/her and is writing to the prospect personally rather than to an amorphous mass of prospects.

The copy begins with a short story about a luncheon the SRDS spokesperson had with two direct marketing colleagues. It begins:

"I was having lunch the other day with friends who are also in our business. One of them is well known--a veteran direct marketer. The other person is just starting out in our field.

"Naturally, we soon got around to `talking shop.' And I asked them to make a list of what they considered to be indispensable tools for today's direct marketing decision maker.

"To my surprise, on top of both of their lists was the SRDS Direct Mail List Rates and Data.

"I guess I shouldn't have been surprised because anyone whose success even partly hinges on the success of their direct mail program needs and wants this unique catalog."

Taking a story approach for the sales letter works for several reasons: It's not too long; it's interesting and involving; it's completely believable; and it ties back to the copy on the outer envelope. Almost anyone reading the letter can imagine being at such a luncheon meeting.

In addition, this letter answers every conceivable question about the subscription and states product benefits clearly. It tells how to order (by mail or telephone), asks for the order, and uses a postscript to offer a new benefit.

The letterhead is printed to match the outer envelope. And, the letter itself is graphically appealing and easy to read because of the judicious use of subheads, underlining, and short, unintimidating paragraphs. 3. Testimonials lift letter Everyone, I think, understands the importance of testimonials in terms of building credibility for a product. Testimonials can be used anywhere in a direct mail package. SRDS uses them in the lift letter.

Copy on the outside fold targets prospects who may be undecided about ordering. This copy directs those prospects to the inside of the lift letter, where testimonials from satisfied subscribers are discussed. One testimonial is from a large, well-known firm, the other from a smaller company. This reinforces the sales point that Direct Mail List Rates and Data is for every mailer, regardless of the mailer's size.

The lift letter folds vertically--not horizontally, as most prospects have come to expect. This is an unusual and attention-getting use of a component that may be becoming passe--depending upon which direct marketing guru you subscribe to. I personally like lift letters and think the jury is still out on whether using one improves response. I never hesitate to use a lift letter if a logical reason presents itself. 4. The order card What could be more appropriate as an involvement device for a direct marketer than a third class bulk indicia? The use of a token that simulates such an indicia makes this simple order card effective. The prospect is instructed to move the token to the return portion of the card to say "Yes" to the free trial offer.

The guarantee is repeated in the offer copy and, as a way to satisfy those prospects with a need for instant gratification, a toll-free number is included.

There is a reply side on the order card and a business reply envelope is also included--even though the offer stresses "no need to send money now." The reason? Some prospects like to pay up front and others like privacy. This order card does ask for a signature and phone number. So, giving prospects a reply envelope eliminates any possible frustration.

The order card is well designed and a snap to use. It fulfills the requirements for making an order card appear important. 5. The package brochure The SRDS control benefits from the inclusion of a brochure even though many direct marketers are somewhat familiar with the product.

As with all good brochures, this one is able to stand alone. It contains only the strongest and most visual product benefits and reinforces those benefits and features already described in the sales letter.

Additionally, this piece injects some gentle humor into the package with copy on the cover that states, "How to get almost 23 feet of mailing lists facts into a 2-inch package!"

When the brochure is opened to the first small spread, it shows the product and explains, "We estimate it would take a stack of thin direct mail list data cards over 23 feet high to give you just a part of the information you get in the new 1987 Direct Mail List Rates and Data."

This copy puts into perspective the wealth of information offered relative to the subscription price. If you need the list information available from SRDS, this kind of benefit makes you think. It also graphically illustrates the comprehensiveness of the product, plus the hard versus easy work saver copy.

The large inside spread has a compelling headline that uses a play on words to convey a benefit: "Your Winning Package Depends on This Winning Package."

Copy goes on to describe editorial features and benefits, and shows a listing from Direct Mail List Rates and Data with callouts detailing each element of the listing. The brochure's back panel urges the prospect to take immediate action, and repeats the SRDS guarantee in a certificate border. It also thanks the prospect for ordering--something too many direct marketers overlook.

The exact trim size of the brochure is 8 1/2" x 14"--and this one takes maximum advantage of limited space by using interesting folds. It is folded first to 7" x 8 1/2", then short folded again to 3 5/8" x 8 1/2". This results in the illusion of more color on the first panel because of the short fold, and creates a small and large spread for copy and graphics.

This brochure also does something else: It tracks. By that I mean it is designed so the prospect's eyes move logically from the brochure cover, to the small spread, right on to the large spread, then to the back panel and, presumably, on to the order card.

There isn't anything worse than a jumbled, confusing brochure. When you look at one that is poorly executed, you know immediately because you can't decide where to look first and its folds don't seem to work logically. The confusion created by a poorly designed brochure results in slowing down and possibly turning off a prospect.

The Direct Mail List Rates and Data brochure, on the other hand, leaves room for copy to breathe and makes it easy for prospects to understand exactly what is being offered and specifically what benefits will accrue as a result of subscribing.

Overall, the control package concept is clear. There is continuity throughout by virtue of great attention to detail. Each component reinforces the package concept, and all components work together to create a sum greater than its parts.

Proven bells and whistles

The creative team took advantage of many proven direct mail bells and whistles. But these tried-and-true techniques were used in a fresh, appealing way. No one was stifled by the use of two color, by budget limitations, or the "unsexy" nature of the product. This package proves that a little imagination will go a long way toward overcoming difficult or unexciting subject matter.

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