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What’s Junk?
I admit that I used to ignore junk mail. When I opened that third appeal from the charity that I donated to on the spur of the moment last year, I never so much as paused to consider how much work went into the content, copy writing, page layout, photo selection, fold, size and paper selections. Most often I trashed it. Sometimes I put the piece aside to remind me I would like to give again.
Since I have been in employed in the print and mail industry – I don’t ignore any mail any more. Well, perhaps the credit card solicitations don’t get the attention that they deserve, but that is for my own benefit. Actually, I look forward to getting mail. Always have. In the past it was all sent to a post office box and I’d pick it up once or twice a month. Today I get mail at home.
Last night I asked “Did I get any mail today?” You might laugh at me but it’s true! I still hope to get a card, letter or the occasional catalog. After all, who doesn’t love seeing the newest products from REI?!
“Yep, you got a magazine from Group Health.” my roommate answered.
“Umm, that’s not mail – that is an advertisement” I said.
Conversation ensued. A fairly heated conversation considering the subject matter.
This magazine, or pamphlet or flyer or education piece – whatever you call it – is so well done that the roommate considers it mail. Mail that I want and will read. Ok, so I do look it over if it is sitting on the kitchen table at breakfast.
What it really is: mail that works.
This exchange inspired me to share some tips around how to make your mail work. Clearly, there is a noticeable difference between a well thought out, relevant mail piece that will catch the attention of your target audience and the rest of the stuff we call junk mail.
Here are five Common Sense Tips to make your mail work harder:
• Make it educational – what does the your reader care about
• Get personal– segment your list and target your message to age, income, gender, and more.
• Lump it up – if the package is interesting people will open it just to see what’s inside
• Keep it simple – visually and verbally. Get a good designer. Get a better copywriter. Visit The Zoo to see what I mean.
• Have an offer – free screenings, request for more information, discount, value added service
Regardless of whether you are mass mailing B2C or selectively mailing B2B, by following these four simple tips, you can expect to see an increase your reach, enhance your brand or get more lift.
Since I have been in employed in the print and mail industry – I don’t ignore any mail any more. Well, perhaps the credit card solicitations don’t get the attention that they deserve, but that is for my own benefit. Actually, I look forward to getting mail. Always have. In the past it was all sent to a post office box and I’d pick it up once or twice a month. Today I get mail at home.
Last night I asked “Did I get any mail today?” You might laugh at me but it’s true! I still hope to get a card, letter or the occasional catalog. After all, who doesn’t love seeing the newest products from REI?!
“Yep, you got a magazine from Group Health.” my roommate answered.
“Umm, that’s not mail – that is an advertisement” I said.
Conversation ensued. A fairly heated conversation considering the subject matter.
This magazine, or pamphlet or flyer or education piece – whatever you call it – is so well done that the roommate considers it mail. Mail that I want and will read. Ok, so I do look it over if it is sitting on the kitchen table at breakfast.
What it really is: mail that works.
This exchange inspired me to share some tips around how to make your mail work. Clearly, there is a noticeable difference between a well thought out, relevant mail piece that will catch the attention of your target audience and the rest of the stuff we call junk mail.
Here are five Common Sense Tips to make your mail work harder:
• Make it educational – what does the your reader care about
• Get personal– segment your list and target your message to age, income, gender, and more.
• Lump it up – if the package is interesting people will open it just to see what’s inside
• Keep it simple – visually and verbally. Get a good designer. Get a better copywriter. Visit The Zoo to see what I mean.
• Have an offer – free screenings, request for more information, discount, value added service
Regardless of whether you are mass mailing B2C or selectively mailing B2B, by following these four simple tips, you can expect to see an increase your reach, enhance your brand or get more lift.
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