We recently surveyed our marketing contacts regarding their 2008 direct mail campaigns and compiled the responses into a 9-page industry report.
The question we asked them was, “What direct mail format(s) do you plan on testing in 2008 and why?”
You can download the report here for free:
http://www.ballantine.com/2008formatreport.pdf
And when you’re finished reading it, please consider posting your comments below.
Thanks!
Popularity: 100% [?]
Please Note: If you enjoyed this information, consider subscribing to our Full Text RSS Feed. We add new direct mail content on a regular basis.
Tags: Direct Mail Flats, Direct Mail Formats, Direct Marketing Report, Postage, USPS
6 comments ↓
While the decision as to which format to mail is important in and of itself, I can’t emphasize enough the absolutely critical importance of choosing the best creative team to write and design the package — whatever the format. Of course, I’m biased because that’s what I do. But no format (except maybe a voucher) can save poor writing and design.
With my clients, I base my recommendations of which format to use on what “story” the mailing piece needs to tell in order to pull maximum response. Is it a visual story that requires alot of real estate? Is it a great offer story that perhaps can be communicated in a smaller format? Is the story best told with factoids, fascinations, and golden nuggets? Could it be a combination of all three? And who’s to decide?
I suggest hiring the very best creative team you can — and then rely on their experience and track record of success to analyze the product, decide what story will sell it best , and then pick a format that can best serve as the vehicle to carry that message.
Ballantine, thanks for the 2008 DM Format Report. I’m sure I will learn something I can use in my business.
Looking forward to working with your company soon.
Thank you Ken for your insightful comment on creative.
We actually wrote a post awhile back on the creative you did for E Magazine…and I think it proves your point.
Hi Andrew - welcome to our blog and thank you for your comment.
I know vouchers are hot but none of our publishing clients use this format. Although we’ve talked about testing one for some of them, the formula approach scares me. DM is supposed to be a personal communication between the letter writer and the prospect reading it. Vouchers aren’t very personal. I think I’d prefer a letter in a #10 envelope with a reply card in most cases. That said, I agree with Ken on every point. With nothing but vouchers in the mailbox, when will this format crash and burn?
Thank you Elaine for your comment. On the topic of voucher packages…we have a lot of Publishing clients and I’m seeing a good number of enhanced voucher samples pass by my desk. Meaning, a voucher with a 4-color brochure added to it…or something similar.
-Ryan
Response #9 in your format report really grabbed my attention — especially with the noted savings.
Thanks…
Leave a Comment