We'll pick up our discussion from Monday on how 3D mail will turn your regular mail from "Junk Mail" to "A-Pile' mail.
Good housekeeping did a survey to find out what’s the first thing people do when they get home from work. They found that the first thing they do is open their mail! And guess what? They open it over their trash can!
You, and Me, and Everyone Else, Opens Their Mail the Same Way... They put their mail into piles… at least in their mind.
The first pile is the “C” pile. You don’t want your mail to end up in the “C” pile. The “C” pile screams to the recipient, “I’m Junk Mail. I’m from someone you don’t know, trying to sell you something you don’t want.” Often “C” pile mail ends up in the trash can without even being opened. If it does get opened most of the time your message never even gets out of the envelope.
The “B” pile is the “Well I guess I ought to open it pile”. The best you can say for “B” pile mail is that it’s better than being in the “C” pile. But you still have a huge obstacle to overcome. No one is excited, eager, curious or inquisitive when they open “B” pile mail. If you’re mail is in the “B” pile and you have a great headline you might have a chance of getting a response.
The “A” pile is where you want you’re mail.
That’s mail that says to the recipient “YOU GOTTA OPEN ME!”
Let’s say you went to the doctor he said he wanted you to have a biopsy on some skin tissue and let’s assume one of your parents died from skin cancer. So the doctor tells you that you’ll get the results in the mail in a couple days.
Now, you come home from work and get your mail from the mail box and you see a big manila envelope from “Skin Test Laboratories”. Do you even get into the house before you open it? Probably not. That’s the kind of response you want your mailing to have. You want your client, customer, patient, member, or prospect to be so curious that they can’t wait to rip your mailing piece open right away.
Check back in a couple days and we'll discuss a couple basic human instincts on why 3D mail gets such great results.
www.3DMailResults.com
Wednesday, July 30, 2008
Monday, July 28, 2008
Why 3D Mail Gets Such Great Results
I've been getting a lot of emails and phone calls the past couple weeks about the basic elements of 3D mail. Why to send it, how to send it etc, what should I send, etc. So I've written a series of articles that will touch on these subjects. Feel free to let me know what you think. Here's the first installment.
What is 3D Mail?
When it comes to 3D Mail, 3D says it all. A regular envelope has length and width, but very little depth. 3D Mail has length, width and depth. It can be an envelope with something in it that makes it 3 Dimensional. It can be a box, or a mini garbage can, or a bank bag, a message in a bottle, a treasure chest, or one any one of thousands of items.
Why Does 3D Mail Get Such Huge Returns??
What would you do if you HAD to make your next mailing work? What if you could only mail ONE letter and if you didn’t get a response you would, quite literally, be beheaded?
- Gary Halbert
Why does 3D Mail get such huge returns for those who use it? First and foremost, do you really care why it does? Every great direct mail guru will tell you it really doesn’t matter why anything you test works, what matters is testing one scenario verses another and using the one that perform better… and we’ve never heard of a direct mail expert who doesn’t advocate at least testing 3D Mail.
If Your Mail Doesn’t Get Opened and Read It Can’t Be Successful
One of the biggest advantages of direct mail is how easy it is to measure and test one campaign verses another and measure your response rate and your ROI. The fact is we’ve never seen a single test in which 3D Mail didn’t increase the response rate. The question then becomes, does the improved response warrant the extra expense. With that said, let’s continue with our discussion of why 3D mail outperforms the same mailing without the 3D item.
In my next tip I'll continue our discussion with how to turn your 'junk' mail into 'A-pile' mail.
www.3DMailResults.com
What is 3D Mail?
When it comes to 3D Mail, 3D says it all. A regular envelope has length and width, but very little depth. 3D Mail has length, width and depth. It can be an envelope with something in it that makes it 3 Dimensional. It can be a box, or a mini garbage can, or a bank bag, a message in a bottle, a treasure chest, or one any one of thousands of items.
Why Does 3D Mail Get Such Huge Returns??
What would you do if you HAD to make your next mailing work? What if you could only mail ONE letter and if you didn’t get a response you would, quite literally, be beheaded?
- Gary Halbert
Why does 3D Mail get such huge returns for those who use it? First and foremost, do you really care why it does? Every great direct mail guru will tell you it really doesn’t matter why anything you test works, what matters is testing one scenario verses another and using the one that perform better… and we’ve never heard of a direct mail expert who doesn’t advocate at least testing 3D Mail.
If Your Mail Doesn’t Get Opened and Read It Can’t Be Successful
One of the biggest advantages of direct mail is how easy it is to measure and test one campaign verses another and measure your response rate and your ROI. The fact is we’ve never seen a single test in which 3D Mail didn’t increase the response rate. The question then becomes, does the improved response warrant the extra expense. With that said, let’s continue with our discussion of why 3D mail outperforms the same mailing without the 3D item.
In my next tip I'll continue our discussion with how to turn your 'junk' mail into 'A-pile' mail.
www.3DMailResults.com
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