This quick post piggy backs off our previous post titled “Survey Says Direct Mail Spending to Increase in 2008“.
A couple of graphs in a recent issue of DM News’ Data Bank section gave a visual representation of:
- The predicted direct mail spending figures through 2009.
- Survey results for direct mail formats to be tested in 2008.
This is sort of a shameless plug because the second graph was taken from our 2008 Direct Mail Format Report.
That being said, if you’re reading this right now, you probably find these two graphs interesting.
It’s always helpful to read about what other Marketers are spending their marketing dollars on…and what they’re mailing.
That’s why we always pay careful attention to what we receive in our mailbox — for ideas.
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Tags: Direct Mail Formats, Direct Mail Spending, Direct Marketing Report
The February 2008 issue of our Sample of the Month Newsletter features a case study from our client, DAL Investment Company, creators of the FundX Mutual Funds.
The story centers around their recent test of a tri-fold self mailer against their 22-page magalog.
The tri-fold self mailer (pictured right) measures 6″ wide and 9″ high (closed) and opens up to about 18″ wide and 9″ high.
The printing is 4-color and the paper used was a 10 point silk cover stock. Lastly, the self mailer is kept shut with two wafer seals, top and bottom. CLICK HERE for front and back pictures.
Test Summary
DAL Investment’s usual mailer is a 22-page magalog that features all 7 of their mutual funds. In December of 2007, they tested a tri-fold self mailer to compete against their magalog. The call-to-action was a toll-free number.
Test Strategy
The self mailer focused on only one fund instead of 7 like the magalog. The strategy was to focus on one fund with a strong performance and create a simple, focused message. Furthermore, the self mailer was printed on nice paper with artwork that made it “pop”.
Test Results
DAL experienced higher call volume than normal and increased money flow. The self mailer didn’t have a response vehicle (like a business reply card) so they can’t directly measure response.
Future Plans
DAL is planning on mailing similar tri-fold self mailers that feature targeted messages…and they will include unique phone numbers and URLs for tracking purposes.
Lesson Learned
According to DAL’s Publications Department Head: “Target your message for one product when it offers a unique service opportunity. If the product works well as part of a series, however, then you are better off marketing the series.”
Biggest Surprise
“It was surprising how much better a targeted offer works with a sophisticated audience…if the product fits their specific needs, the sale is much easier.”
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Tags: DAL Investments, Direct Mail Case Study, NoLoad FundX, Tri-Fold Self Mailer
We feel it can be very helpful to share your desired in home date with your print and mail vendors as opposed to just your mail date.
Many times they will be able to work out a more accurate production schedule for you based upon their experience and factors such as:
- Seasonality
- Post office workload
- Method of drop shipping
- And the distribution of your names
So for your next mailing, choose a desired in-home date and share it with your vendors early in the game — they will then build a schedule for you start to finish that will allow for time to meet this date factoring in the items above.
This should result in a more timely delivery of your mail and possibly a more generous production schedule.
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Tags: In-Home Date, Lettershop, Mail Date, Mailing
