Creative Direct Mail Ideas

Creative Direct Mail Idea #1: Stealth Mail

I call this idea Stealth Mail because it involves making your letter look like a personal communication. People are very used to scanning their mail and quickly filtering out anything that looks like an ad. But if your letter doesn't look like typical advertiser mail, it stands a much better chance of being opened.

So, how to you create stealth mail?

1. Hand address your envelopes with both the sender's address and your return address. Letters that are hand addressed as opposed to a computer printed label will have a better open rate as it will look like a personal letter. On the return address, use your actual name and leave off your company name.

If you're mailing in small batches, this won't take too much time to accomplish but if you have a larger mailing, get a quote from an outside service that will do this for you. Below are a few companies that provide this service. Call them to get a free quote on your next direct mail project.

Recommended Hand Written Mailing Services

Write On™ Results - Located in Frederick, Maryland, Write On™ Results provides hand addressed mail and hand written messages to bring you closer to your customers.

Fasprint - Fasprint is located in Malone, New York. They provide hand written notes, cards, and envelopes.

Upper Hand Marketing - Upper Hand Marketing is located in San Diego and specializes in hand written envelopes, letters, and sticky notes.

2. Use a first class postage stamp instead of bulk postal metering. If you decide to have your envelopes hand addressed, the above services can also attach a first class stamp for you.

3. Use a plain white #10 envelope or, alternatively, use a colored envelope that looks like an invitation.

4. Do not print anything on the envelope besides the recipient's address and your return address.

Remember, Stealth Mail is a technique to help get your letter opened. I'’s your job to create a compelling offer in the contents.

Creative Direct Mail Idea #2: Lumpy Mail

Have you ever gotten an envelope in the mail that was lumpy? Were you able to resist opening it? Even if the envelope is identified as junk mail, lumpy contents virtually ensures that the recipient will at least open it up.

Here are some fun ideas for lumpy mail.

Keychain with your tagline or logo
A booklet of information
Small stress ball
Small toy
Packet of seeds
Product Sample

The point here is to tie whatever it is you include to your promotional message. There must be a clever connection or this trick will miss the mark. I mention a packet of seeds in the above list. This would be a perfect item for a florist or landscaper.

And don't forget to have a call-to-action. Be upfront with what you want the prospect to do but make sure it is easy - a free download for registering at your website or a free item when they come to your retail store are excellent choices.

Creative Direct Mail Idea #3: Mail Series

Combining the above two ideas with this one can create a very creative direct mail campaign with a high open rate. This idea is especially useful if new clients have high sales potential like a new real estate or dental client. Here's an example of a campaign a landscaper might use to generate new clients.

Three-Step Mailing Example: The Landscaping Company

Step 1: Send a packet of seeds to potential customers in a hand addressed envelope and letter stating:

"It's time to create the look you've always wanted for the outside of your home. We'll tell you how very soon!"

Do not provide a return address and do not call out the company name at all in the letter. You might just simply sign the letter with your first name and that's it. This will create mystery and intrigue with your prospects.

Step 2: About one week later, you send another hand addressed envelope in the same handwritten style. This time, you include your return address but leave out your company name. This letter includes a printed booklet showing the best types of bushes and flowers to plant for their specific area. You include a teaser tag line like:

"Have you planted the seeds we sent? The first step in a beautifully landscaped home is knowing how to design the proper mix of shrubs, plants and flowers. We'll show you how very soon!"

Step 3: About one week later, you send a final letter. You again provide your return address but you only reveal your company name in the letter. This letter offers to have a landscape specialist come out to the home and provide a quote on three different levels of landscaping - a low, medium, and premium service. All the prospect has to do is call and schedule the appointment or go to the website to schedule. Ensure that the prospect understands there is absolutely no commitment to purchase the service and that the quote will be completely free of charge.

In addition, be sure that the call-to-action is something very easy for the customer to do. Think baby steps. You've intrigued and engaged the customer from your previous two mailings, don't lose them now with a complicated multi-step call-to-action.

The above campaign is fictional but it should stimulate additional creative direct mail ideas for your particular business. While I like the three-step approach, you could also do it in two mailings if your budget won't permit three. Think about the value of obtaining a new customer. If you're selling a $5 toy, I'd pass on this idea. If you offer a profitable service or sell a high-profit item, then give this idea a try. Done properly, it will generate a very high response rate.

Direct mail can accomplish a lot that a simple email cannot. Don't make the mistake of ignoring the power of creative direct mail in growing your small business.