We’re a big fan of invitation style direct mail because we think it’s more personal, classy and ultimately has a higher open rate (which COULD lead to a higher response rate).
In our new video below, we go into more detail about this format including showing you two successful invitation mailers.
NOTE: We recorded this video on dress down Friday, hence the casual dress code.
Want Samples? Please send your address to ryan@ballantine.com.
2 comments ↓
We’ve used this format as a control package for new store openings, membership offers, zoo fund raising, insurance lead generation and seminars.
The obvious key to success is to create a hard-to-refuse call to action that sells your product, service or cause.
This strong format — or any other appealing format — cannot overcome a weak offer. So spend most of your time and energy testing the offer. Then select a winning format to carry your message.
In my opinion, this format works best in two step approaches such as generating leads that may not require a personal letter or a lot of information to sell the offer.
I always open any mail that looks like an invitation, so I can really see how this format for direct mail could really work. Plus, they are cheaper to print and mail than, say, certain brochure printing designs. And, really, who takes the time to read a long direct mail piece? A piece with only the necessary facts that directs customers to a customer service number, store, or website with more information is often much more successful.
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