Size Matters

Yes it does dear Reader. In many ways.

First of all, if you look at postage rates, you are charged more for large sizes, same weight, than for small sizes. Check with your PO to be sure you are getting the biggest bang for your buck.

From a Direct Mail perspective, you will make a larger impact with a larger peice. The trick is to go to the maximum size at the lowest rate.

A 6 x 9 envelope has 54 sq, inches of "real estate"; a #10 envelope has less than 40. That is definitely some extra room in which to state your case, front and back.

Let's face it, a lot of people, although they have to look at their mail, just look at the covers...they are judging your book by your cover. And deciding quickly - stay or go.

Take advantage of that; tease the offer, entice them with beauty, money, reward right on the cover. Get them to go inside; that's where the action is. Make that space work for you and grow your ROI.

Go big, or go home.

Michael

resourcemail.ca

To Really Mail or Not

Dear Reader,

A few e-mail tales have come to my attention recently.

The first was a million name e-mail blast that drew a total of 8 orders...

The second was an e-mailing of 5000 well targetted solicitations that drew neery a response...

The third was an important newsletter that was only opened by 12% of the recipients.

E-mail is so plentiful, so screened and often surprisingly inefficacious.

Now, I'm not one to say the world is flat, but the point is there are flatlands on the planet and regular mail is much better for many applications: it is real, it gets seen, it gets read if you send it to the right people.

Not so for e-mail; many have just too much of it and don't actually have time to read anything but the most important that gets onto the screen.

Keep all of that in mind when you are planning your next campaign. For your best prospects, it makes sense to send them something real.

Really.

Michael

www.resourcemail.ca