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One vendor guy in Nashville saved me from a $2k mailer mistake
I was about to drop $2k on a direct mail campaign for a local painting business I was helping out. The print shop owner, this older dude named Ray, looked over my list and asked if I had ever heard of the moaning mailers trick. I said no and he pulled out this beat up envelope that looked like a bill and told me to open it. Inside was a letter that started with 'Sorry about the late notice' and it got me to actually read every word out of pure curiosity. He said people trash obvious ads before they even glance at them, but if it looks like something they need to handle, they engage. I switched my design to look like a utility notice with a handwritten note on it and the response rate tripled compared to my last campaign in Franklin. Has anyone else tried mimicking everyday boring mail to get better open rates, or is that too sketchy for most clients?
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caseythompson28d ago
Tripling response rate on one campaign sounds great, but mailers are a lottery. You might've just gotten lucky with timing or the list itself. Also, that "looks like a bill" trick can backfire hard if people feel tricked, they'll trash your name before they even read past the first line.
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