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DIRECT MAIL ...
Why Are There So Many Pieces?

You know from the teaser on the outside of the envelope that this direct mail piece wants you to buy something but you go ahead and open the envelope anyway. Seven elements spill into your lap. You gather them up awkwardly wondering what order they go in. Did you ever stop to think that this annoying litter of information is intentional? That it was created by design and that each element has a name and a purpose? Welcome to the wonderful world of DM [Direct Marketing—formerly known as Direct Mail].
     Now let's take a little content tour of the typical elements of a DM package. Our Source is none other than DIRECT, the controlled circulation, official publication of the DM market.
    PITCH LETTER. This states the benefits and the basic offer. DM experts agree that it should connect with the reader in a personal way but there is a wide disagreement about length. We've seen three and four page pitch letters but some claim that letters as long as eight pages are effective.
    LIFT NOTE. This piece—which is often undersized—restates the concept of the pitch letter and presents it with a different slant. It is often signed by a celebrity or a top executive. The U.S. launch of Marie Claire tested the lift note concept—half of the mailing contained a lift note, half didn't. The half without the note returned 200% of projected response but the lift note half returned 300%.
    OUTER ENVELOPE. Experts claim that the envelope copy should sizzle so as to fulfill its purpose of getting people to open the envelope.
    BUSINESS REPLY CARD [BRC]. Traditionally this has been the primary response mechanism and once again, it restates the offer broadly. More and more DM packages direct the reader to the company's web site. Specifically to a specially designed "landing page." This offers speed of response and the ability to provide the prospect with additional information and offers.
    BROCHURE. A brochure included in the package provides pictorial descriptions of products. Here is where 4-color and lush description are given free rein.
    BUSINESS REPLY ENVELOPE [BRM]. Usually prepaid, this makes it easier for the proect to respond.
    PREMIUM. This is optional. But sometimes a new product sample or a small item is sensible to include.
    Why so much stuff?
    DM research shows that some readers elect to read the pitch letter first, others reach for the brochure and bottom line types head straight for the response card to understand exactly what is being pitched. The DM package contains something for everyone.
    And it makes sense. A DM expert has a great deal of information about the prospect he is targeting—but he doesn't know how that prospect reacts to printed matter. Send it all. Let the prospect choose what works.
    Are they trying to annoy us? No. DMers just know what works.
    If your are interested in applying Direct Marketing to you business contact the Cheshire Group at 978.664.3040 or send us an e-mail. Sorry, no BRC attached to this newsletter.

HOW NOT TO TELEMARKET.
Or, If You Represent A Phone Company, You've Got the Wrong Number.

"Hello," said the telemarketer from Verizon Wireless. "You are pre-approved for an account and in addition you will get a free cell phone."
    We greeted this offer with confused silence. We already are Verizon Wireless customers; surely the pre-approval process would uncover this fact.
    "How were we pre-approved?"
    The telemarketer's tone veered from from boredom to impatience.
    "The computer dialed your number."
    Some pre-approval process!
    "Well, we are already Verizon Wireless customers," we pointed out.
    Now that our telemarketer understood she didn't have a potential sale, she was eager to ring off.
    The call was an all too familiar interruption in the business of the day and it left this customer annoyed and irritated. The pre-approval call didn't win a new customer—just irritated an existing one.

WRITE IT SO YOUR MOTHER CAN UNDERSTAND IT.

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