The Little Known Secrets of Shared Mailers
If You Read Only One Article about Shared Mailers, Read This One.
Legendary adman David Ogilvy called direct mail marketing “my first love and secret weapon.” 30 years ago, he used direct mail services to drive sales in ways that no other medium could. David Ogilvy became world-famous for creating direct mailers that built brand, drove trial and increased the bottom line. His success is one of the many reasons direct mail marketing is still one of the most effective tools in the marketing arsenal.
However, not every marketing team has the time and budget to create top-quality direct mailings. That’s why shared mail is now becoming a popular variation of the reliable standard. Shared mailers are simply a collection of ads and offers grouped together in a single direct mailing. Marketers benefit from the lower investment costs. Consumers benefit by getting a curated package of compelling offers. Shared mailings are a great way to promote new products, drive new promotions or to enhance relationships with your existing customers.
Not surprisingly, the most effective shared mailers are themed by location, type of offers or types of promotions. Shared mailers are often branded (Clipper, Pocket, Red Plum) and most mail on a regular basis. Creating materials for a shared mailer seems pretty straightforward, but, as with any media, there are a few secrets to making shared mailers work for your brand and products.
Dean Baker, Vice President of Sales at Intelligencer, has years of experience working with shared mailers and direct mail marketing services. He knows that some approaches consistently garner better results. Here are a few tips from Dean that will help your team get the best results from your shared mailers.
TOP SECRET #1: Don’t skimp on the visuals
Shared mailers (and direct mail in general) are often overloaded with images and color. Your design instincts may tell you to pull back. But research shows that bigger images and brighter colors, combined with short, smart copy, garner the best ROI. If you want customers to notice you, go big on images. Avoid clutter and visual noise, but take time to get design and color right.
TOP SECRET #2: It’s a touchy medium
Shared mailers are physically held in the customer’s hands. They are the kind of direct mailers that are opened and flipped through. This is definitely one of those mediums that people touch and feel. Anything you can do to increase tactile attention using size, diecuts, special stock or foils will be noticed and appreciated. Think about tactile coatings, specialty papers, raise uv coatings, textured printing and other high touch techniques. Shared mailings is a media that performs better when you provide a better haptic experience.
TOP SECRET #3: You can track performance
You have a lot of great products and offers to include, but don’t forget to include a tracking mechanism. You need a clear call to action. A unique 800 number, coupon, bar code or special offer code will help you track response to each mailing. You’ll be able to compare the effectiveness of shared mailings with other marketing tools.
TOP SECRET #4: Almost no one gets it right the first time
Wouldn’t it be great if there was a proven formula that each marketer could follow to get consistently high response rates? In reality, your direct mail marketing efforts will be competing against a large set of ads and offers, and the performance of your pieces or postcard may be significantly altered by surrounding content. We recommend careful and continuous testing and optimizing. Don’t get discouraged if you don’t get record responses on your first try with shared mail. Conversely, even if you have a winning formula, don’t “set it and forget it.” Keep an eye on results since new players and offers can affect response rates.
Follow these tips and you’ll see your shared mailer offers get increased readership and response. And of course it’s no secret that Intelligencer is a leading printer for direct mail and fulfillment of all types. Give us a call and we’ll help your team produce the kind of effective offers that you’ll want to use again and again.
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Intelligencer became one of the oldest printing companies in North America by constantly improving and innovating printing, direct mail, and distribution services. We don’t rest on our 200 years of experience. Intelligencer continually pushes the boundaries of technology to provide the latest advances in the art and science of printing. It’s no wonder we’re the preferred print supplier for so many Fortune 500 companies throughout the Northeast and Mid-Atlantic. If you’d like to find out how Intelligencer can help your business, contact us for a free consultation today.