All of a Piece
We all know all about the traditional direct mail package.
There’s an envelope. Inside there’s a pitch letter, a brochure, a response mechanism and a lift note where a high muckamuck says, “I can’t believe you would turn down this extraordinary offer!”
Perhaps we all know the traditional direct mail package all too well.
Or do we?
According to experts, the direct mail package has changed, while remaining the same. The pitch letter may be shorter, but the envelope is larger. There are fewer words, but more pictures. Mailings are targeted, personalized and as likely as not to be selling a brand, product or service.
“It’s shorter, sweeter, faster,” says Penny Vane, of Vane & Friends, New York.
With that in mind, DIRECT asked several direct mail specialists how each of the individual elements in the traditional package have changed. Vane says they all are important.
“There are letter readers, brochure readers, and even those who go straight to the response form to get to the bottom line.”
