Just as
important as the message you convey in your mailings to potential and exisiting
subscribers is the vehicle you convey it in. Many direct mail formats -- professional
vouchers, renewal letters/forms, donor
formats, postcards, new business efforts,
etc., have become more or less standardized. Which is another way of saying dull,
tired, flat, predictable, worn out. While their familiarity may make them easier
to create and produce,
many of your recipients may be receiving them with increasing apathy, even distaste.
It's time to break out of that comfort zone and try something different, that
will shake consumers out of their malaise. There are promising new formats --
even interesting tweaks to existing ones -- that can reenergize your campaigns
and boost response. They are well worth testing.
For
example, we recently created this carrier for Restaurant News. It has a
convenient fold-down flap you simply tear off and mail.
