![]() As the legendary direct marketing expert Dick Benson said, “There are two rules - and two rules only - in direct marketing. To arrive at a definitive answer about which strategy will work best for you, test. Salutation Going through my continually growing stack of letters that I get from non-profits, I am surprised to see so many organizations still using Dear Friend instead of the recipient’s name. #See through envelope address template windows#However, 63 of the 71 direct mail packages that Denny Hatch reports have been actively hauling in profits for three or more years take the “billboard” approach. By using envelopes with see through windows it can make the task of stuffing the envelopes faster and easier. Others, like the great copywriter Bill Jayme, have used “billboard” envelopes to generate billions of dollars in sales. ![]() “I don’t know,” Nicastro candidly admits, but, “I’ve had success using both approaches.” Highly successful direct marketers like Ted Nicholas and Gary Halbert swear by the “personal” approach. ![]() Don’t give away too much information up front. When writing your headline, stress the chief benefit you are offering and make it grab attention. If you are offering something free, tell your printer that you want the magic word “FREE!” printed on your envelope in a second color, looking like a rubber stamp. In fact, as the name implies, using this technique means that you treat your envelope as a billboard- actually printing an arresting headline on the outside. In the billboard approach, you make no attempt to disguise the fact that your mail is advertising. Treating your outer envelope like a billboard Instead, print a name and address such as “ Joe Johnston, 914 South Hoover Street, Suite 250, Los Angeles, CA 90006” on your envelope’s return-address corner card. ![]() Consider leaving your company’s name or logo off the envelope. A postage stamp, not printed or metered postage. Using this technique, you use a heavy, high-quality paper stock, closed-face, #10 envelope with the recipient’s name and address printed on it. Nicastro of the Positive Response company, that aim to impel a mail recipient to open your envelope: Making your envelope look personal There are two basic envelope styles, writes Ernest W. ![]()
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