To Insert or Not To Insert

You already realize the value of the personal direct mail letter as a powerful direct response tool. In fact, we've shared tips that can help you write a better, more effective letter package.

Now it's time to decide what other elements should be included in your letter package. A Buckslip? Lift Notes? Post-it Note? Premium? Will any of these items help you further tweak the interest of your audience? Most importantly, will the inclusion of one or more of these elements increase the response of your mailing?

Today, you'll read about the purpose and design strategy behind these extra pieces.

By Grant A. Johnson, Johnson Direct

So, you've decided a personalized letter will accompany your next direct mail campaign. In fact, you've read that the letter should be the hero of your mailing (and you've heard right!).

But you haven't decided whether some sort of insert should accompany your letter. Perhaps the following information will help you make that decision. Or, perhaps you'll decide that the help of trained direct response professionals is necessary (that's where we come in).

Remember, you can increase your return on investment by increasing response rates or by decreasing production costs. Adding an insert will increase your production costs, however, if an insert is appropriate for your mailing and if it is executed properly, it could increase your response rates (and return on investment).

Any of the following types of inserts could work for any type of mailing - you just have to be sure the design is consistent with the campaign's message and look. Think about what the insert does for the recipient of the mailing. How will it help the recipient evolve from a reader to a responder?

The Buckslip

The purpose of the buckslip is to act as a mini-flyer that "falls out" of the envelope to draw attention to itself. Buckslips likely got their name from their size - the size of a dollar bill, a buck. Buckslips are usually designed as a single sheet of paper and are slipped into the envelope at the last minute.

Buckslips can add valuable information and increase the selling power of a mailing. A buckslip can repeat the offer stated in your letter. Use a powerful headline, short copy blocks, a visual (image or graphic) and a quick summary of some aspect of the offer.

The Lift Note The Lift Note or Lift Letter was originally known as "the publisher's letter." When it was first used for circulation mailings, it always lifted response. Your lift note can be designed in a number of formats -- note, memo, telegram, news release -- and is traditionally the size of a folded note. It's function is to present the offer or to persuade the reader in a different way than the mailer's main letter. If it is signed, it is often signed by a different person than the main letter. The note should include an attention-grabbing headline, short paragraphs, subheads to break up your copy and highlighted copy in the form of indents, bulleted lists, handwritten notes. We always recommend a strong P.S.

	A Premium A printed premium - bumper sticker, calendar, poster, bookmark, recipe card, etc. - can be used as a free gift included in the envelope. An incentive for opening the envelope.
Promote your premium on the outside of your envelope. "Special Gift Inside" or "Free Gift Inside" will do the trick. Consider a premium that won't raise your postage rate.

Tip-on Post-it Notes For larger volume mailings, you may want to consider inserting a pre-printed Post-it Note. Many mail houses can handle the production of this request. Your brief message can look hand-written and be placed on the outer envelope, your letter or an insert. The recipient of the mailer will recognize the Post-it Note as a "flag" that should be read. Consider carefully the copy that is printed on your note. Does it convey some sort of urgency? Does it persuade the recipient to strongly consider the mailing? Will it help turn the reader into a responder?

That Extra Element

An inserts sole purpose is to increase response. In addition to your main letter, outer envelope and perhaps a brochure or sell sheet, it may or may not be a good idea to add an insert. It costs money to add an element and at some point, too many inserts would confuse, frustrate or overwhelm the recipient.

Again, this is exactly where we come in. The direct response pros at Johnson Direct will help you write that outstanding letter and guide you through the strategic process of determining what else should accompany your letter. We have hundreds of successful letter campaigns under our belt - each with its own goals which required a unique solution of its own. Not all direct mail packages should be designed alike.

Call us to brainstorm your next letter mailing. I guarantee the time you spend with us will increase the value of your direct mail investment.

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