Direct Mail Marketing

[Derek Antonissen]

Hey guys,

I am currently working on my first direct mail marketing campaign. My question for those of you who have done direct mail before what is the best method to use in your mail? Is it yellow letters, postcards, handwritten, typed, etc.? Thanks!!

[Jeff Stephens]

Derek, my belief is that the 'best' method is the one that best aligns with how you want to be perceived; ie what your brand is.  I'm a hard-core brand guy (10+ years as a branding consultant), and what I can tell you is that authenticity is the key--in my opinion--to doing this well.  

Yellow letters give people a very different impression of you than other types of letters (and to drill down more, mass-produced yellow letters feel different than hand-written ones).  Postcards give a different impression, etc.  There are sooo many variables, that you want to choose very consciously based on the brand you want to convey.  Here are a few examples under the heading of envelopes alone...each of which would give someone a very different impression:

--use a businessy #10 or an invitation envelope?

--white envelope, red, off-white, etc?

--seal the envelope, or just fold the flap?

--hand-address and return address, or print on a printer? 

--include your name on the return address, or just the address?

--sticker stamp, metered mail, media mail stamp, etc?

And that's just the envelopes!  

My point is this:  there's really no RIGHT way to do it; there's only the way that most aligns with who you are as an entrepreneur and a person.  Now, many will say that the "science" of direct mail dictates X, Y and Z (red ink, invitation envelopes, etc.).  That may be true, I don't know. What I DO know is that if it's not authentic to who you are and how you tend to represent yourself, and how you want people to think of you, it won't be very effective in growing your business. 

All that said, I ask you a question..."what feels like the 'most-you' way of doing it?'

FYI:  I realize this is a philosophical answer; that's because I'm a philosophical kind of guy. :)  I hope you don't mind. The posts I write on my own website tend to be very much in this vein of focusing on the philosophy behind the tactics.