Question

Topic: Student Questions

B2b Direct Mail Letter Vs Postcard

Posted by Anonymous on 6/5/2008 at 5:00 PM ET 125 Points
Hello All,

I am working on a b2b direct mail campaign. I have generated a well targeted list of financial services professionals and know what our message is going to be. My question is by which medium should I send this message, letter or postcard?

As being a first time user of this forum I am unsure as to what other information you might be interested in. Please ask for any information that you may require.

Thanks in Advance,

pcdaugs
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RESPONSES

  • Posted by adrienne.garland on 6/5/2008 at 5:35 PM Accepted
    Especially in a B-to-B environment, a letter always gets opened - the simpler - so that it appears like a business correspondence, the better. In that case, it has to be opened.

    Postcards are picked up, turned over and thrown in the shredder.
  • Posted on 6/6/2008 at 9:39 AM Author
    Hello Steve & Adrienne,

    I appreciate the quick response. I think we are going to have to do a test of our audience and see how they respond to both formats. I personally think the letter will come off the best. I have made it a point in writing the copy for the letter to sell our offer and not the product. Although I am not sure about printing "New Product Announcement" on the front of the letter because as Adrienne suggest it should go in as a business correspondence.

    Anyway, I appreciate the response.

    Thanks,

    pauld
  • Posted on 6/6/2008 at 9:40 AM Member
    Paul,

    It depends on what you are trying to do with your campaign. Are you generating leads? Or trying to get appointments? Direct sales? Is this something new to your audience? Are they current customers? Or prospects?

    Postcards are great for lead generation (say, offering a free report) or for promoting something straightforward to existing customers, such as a "save the date" for prior attendees to an annual conference. Since there's no envelope, your prospects will see the entire message right away.

    If you want direct sales of something complex (such as life insurance), and/or your product is also unfamiliar, the letter is a better option, as you'll have more space and time to tell your story. Make sure to use a great teaser (Inside... how to get rich and retire early) on the envelope to encourage people to open it.

    Feel free to contact me offline if you'd like to discuss this further.

    Jodi
  • Posted by melissa.paulik on 6/6/2008 at 12:26 PM Member
    I think doing a test is a great approach. Although the studies say letters usually get better response rates, you never know what will happen with this particular audience.

    While you're testing, I would also suggest testing html as well. The laws are not overly complicated but you will want to familiarize yourself with CANSPAM if you aren't already. Of course, you'll also want to buy a list from a reputable vendor. But, in the end, if html works for this audience it can be a lot less expensive to test various messages, calls to actions, and other variables.

    All the best!

    Melissa
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