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| Direct Marketing in a Changed World |
| By David Ehrlich, President Track Marketing Group |
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Just when we thought the only virus you could get from a marketing effort was a computer virus, people are taking a second look at the mail they receive from the USPS. How does this impact our direct marketing efforts?
Here's an overview on specific issues regarding the physical features of any direct mail effort. |
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| Personal Mail is No Longer Obvious |
| So far, the mail that has been tainted with bacteria has been personally hand addressed. Ironically, for years we have been trying to make our "junk mail" look more personal - hand applying stamps and even hand written addressing. Now that personal mail is more suspect, it may be time for an official mailing that clearly comes from an organization. |
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| Unless It's From a Known "Friend" |
| If you have a relationship or are known to the recipient, than personal mail should work fine. Getting an envelope from a trusted organization that happens to look personal is obviously much less of a concern than the unknown source mailing that looks personally addressed. |
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| Clearly Identify Source |
| No matter what, clearly identify your organization's name and address on the outside of the envelope. You can add a tag line on the outside that says if you have any concern about this envelope you can call us at xyz or visit our web site. Some marketers are talking about identifying their direct marketing packages on their web site visually so people can compare what they received in the mail with what was sent. Others are discussing ways to seal the package as well. (Kind of like how drugs and food were sealed after being subject to tampering). For years, boxes have been sealed with tape to show they have not been opened. |
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| Familiarity |
| Now more than ever, a consistent look and feel to all your communication will help people feel more comfortable about the safety of your mailings. Now is probably not the time to change your look - at least for the outside of your envelopes. |
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| Web & Email |
| While we have all been looking for new ways to communicate via email and web, now these options are looking even better. While people may still fear web-based viruses, they are much less scary than something that can hurt you personally. Continue to avoid attaching documents since emails without attachments are less suspect of carrying an email virus. |
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| Offline to Online - Postcard Promotions |
| One option for using offline marketing along side of online is a Postcard Promotion. You can give a high level overview of your message with a link to your web site for more information. |
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| Snap Packs/Self Mailers |
| Other alternatives to the traditional envelope mailings are snap packs or full color self-mailers (a brochure folded over and mailed). These are less likely to be associated with tainted envelopes. Full color adds to the professional image and is less likely to be confused with home made mailings. |
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| What's This in My Envelope? |
| As a routine part of the printing process, some "powder" could have remained on a printed piece. This is now such a concern that most printers are more aware of how much powder (if any) is used/left on the final printed piece. Lumpy envelopes are also more likely to be suspect for carrying something undesirable than in the past. |
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In general, your audience is more likely to be on guard about their mail and at the same time interested in anything that increases their sense of security about the world today. This is the silver lining for you. Think of ways that your association can help members feel more secure and connected to their world.
Many organizations have looked for ways to tie their activities to assisting people who have been hurt by the terrorists. Others have linked buying their products to helping the nation's economy get back on track. Either way, organizations want to be "team players" that are part of the bigger world and are looking for anything to encourage people to get back to business - and preferably with their organization. This type of patriotism for commercial gain is risky and can certainly backfire. Use it with caution and when it truly makes sense for your organization based on the mission you normally project to members.
While these direct mail tips can help insure your mail is received without fear, the challenge today is to remain relevant in a way that makes members receptive to your message and continue to want to support your organization. Now, that's a challenge that we all faced pre-9/11 and continue to face going forward. |
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