Basic principles for a successful mailing in Business

What elements are necessary for a successful mailing?

Outer envelope

This is the single most important element. If it isn't opened, nothing happens. There are, of course, the traditional techniques of putting 'PERSONAL' or 'SPECIAL OFFER' or 'RESERVED FOR

ADDRESSEE ONLY' on the envelope. But you can also use the envelope to state clearly what your offer is about, as long as you arouse the reader's curiosity. (For more, click here.)

Sales letter

This is the second most important element. It is a personal message which makes the reader want to buy (your product or service), and strengthens their conviction to do so. We'll have a lot more to say about it later on.

Brochure

Whatever the letter cannot do must be done by the enclosed brochure: its design, pictures, diagrams, endorsements etc.

Order form

The simpler it is, and the easier to fill out, the better. Keep the sales message clear: the idea is to be able to convince someone by getting them to read only the order form

Reply envelope

Always include one in your package. You mustn't expect a potential client to find their own envelope - doing so could very well lose you the sale, since the client will probably put off replying (or forget about it completely) because they haven't got an envelope handy.

In direct mail sales later means never.

Support letter

Included in this category are any documents that can help sales, such as testimonials from satisfied clients. Adding them to your mailing or not may depend on the weight of your package: post offices usually set certain weight limits and surpassing them by even a fraction of an ounce can double the cost of your mailing.

Provide a return guarantee

A study was conducted in Germany which showed that over 500 mail order firms in that country were 'fly by night' operations, i.e. they accepted orders from clients but never delivered the goods. For a while these kinds of despicable operators were threatening the entire mail order industry's survival. Despite stringent laws and constant surveillance by consumer protection groups, people still need to be reassured that your mail order offer is 'on the level'.

Do anything you can do to reassure them. A return guarantee is indispensable if you want to establish a positive and honest relationship with your clients.

Because when you think about it, what do consumers really have to base their decisions on? Promises may be a retouched photograph or a pretty drawing. What they don't have in front of them is the product itself. So, to avoid mistrust and resentment, promise peoples a prompt and full refund if they are not satisfied. This will also protect you against any legal problems with consumer associations and protection groups

Give your letter a personal look

Print it up in different colors, use a friendly 'typewritten' typeface or type it on a typewriter instead of having it typeset. Sign the letter and use a different color for the signature than for the rest of the text. Choose a textured paper that looks more like paper you'd buy to write a letter to someone or print a subtle grain on to the paper. The more your letter looks handwritten, and destined for a single person, the better your sales will be.