November 11, 2010

What Does It Take To Make Your Direct Mail Package Better?

By Cindy Kilgore

Campaign improvements don’t necessarily need to start from scratch. In competent hands, tweaks can make a big difference in returns. That’s the theory behind EU’s Package Improvement Program, which takes a look at an existing or proposed direct mail package and suggests ways to make it better.

For example, when a major law school came to us for ideas on an alumni fundraising project, we suggested some simple changes to the cover letter, carrier, reply, and brochure.

The cover letter

  • Two-color letterhead imagery with personalized letter copy in black allows the school to use variable messaging without breaking the budget.
  • Adding a simple Johnson box to feature variable copy based on donor give history allows the school to drive relevance by reflecting a donor’s past participation and relationship with the school.

Carrier

  • A pre-printed, closed-face envelope with a personalized teaser and stamp mimics personal correspondence, engaging with the message of the piece at first glance.
  • The teaser personalizes with the recipient’s name and class year in a handwritten color font, carrying the targeted appeal to the outside of the package and varying each appeal.

Reply

  • A one-panel reply device printed and personalized at the same time as the letter eliminates a personalized match within the package, saving money.
  • A closed-face, outer envelope, restricts the personalized components to two, both inside.

Small Brochure

  • An understated brochure prominently positions and reiterates the benefits cited within the letter.
  • The brochure can be included once or several times for various segments.
  • Limiting the piece to two panels and understated imagery provides a way to enhance the mailing and better feature benefits, while controlling spending.
  • A brochure-style insert also serves as a format to provide program updates or information for other alums throughout the mailing series, thus addressing some alums’ complaints about receiving only monetary solicitations.

For more information, request a copy of EU’s Package Improvement Program brochure at marketing@euservices.com.

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