anthrax and direct mail....

has anyone experianced backlash from people not
reading any unsolicited mail?

I would suspect that folks are VERY sensitive to unsolicited material arriving in their mailboxes, and a lot of the 'tricks' that used to get unsolicited mail opened are just impractical (such as the plain white envelope).

It's my sense that direct mail envelopes will need to clearly broadcast their contents from now on. Just my opinion...

I'm about to launch a lead-generation direct mail campaign and wrestled with how to approach a group of business owners who are likely suspicious of their mail (due to their industry).

Here's the plan of attack:

A personalized postcard mailing that alerts the recipient that a package is on its way - complete with a date by which they can expect to receive this package.

Followed with the lead-generator send via Express Mail (a LOT cheaper than FedEx) with a Fax-Back response device.

Then follow up as I normally would.

This cost and effort of this approach is likely too cost and labor intensive for all but high-ticket items. I'm using this to generate leads for services that will likely run in the tens of thousands, so to me the cost is justified.

It doesn't help that the Postmaster General is publically saying that the mail is unsafe....

Scot

Scott -

If people are, as you suspect, VERY sensitive to unsolicited materials arriving in their mailboxes, why send unsolicited material in any format?

A postcard is safe, right? But letting them know something else is coming is still sending them something unsolicited... and they'd still be sensitive to that.

So why not use the postcard to get them to ASK for the info.? They wouldn't feel it was unsolicited as they asked for it.

Then you just have to make sure the outside of the package lets them know, without any shadow of doubt, that it's what they are expecting.

Say you sold eye-glasses. Use the postcard to get them to ask for information about your Brand of eye-glasses. Then on the outside of the package you'd have "Here is the information your requested about Brandname eye-glasses."

And if your package is large enough, another copy of the postcard on the outside to help jog their memory.

For what it's worth.

Michael Ross.

Hi Joe,

I came across some useful information....

I found some of the suggestions given by the Direct Marketing Association for direct mailers, in the light of the recent anthrax attacks.... For example, they recommend to:

• Avoid using plain envelopes. Printed envelopes, especially those using color are less likely to appear like the hand-prepared envelopes involved in the incidents so far.
• Use a clear and identifiable return address. Consider including your company logo in the address.
• Consider including a toll-free phone number and/or URL address on envelopes.
• Utilize an e-mail and/or telemarketing campaign in conjunction with a letter drop to notify consumers that mail will be coming.
• Temporarily consider briefly delaying Business-to-Business mailings because of potential logjams in receiving mailrooms.
• Evaluate your campaign approach and consider that personalization temporarily is less likely to create increases in response rates.

You can find the full list at http://www.the-dma.org/cgi/dispannouncements?article=123

There are also some newspaper articles which show how some consumers are reacting. Some consumers are only opening all their mail with latex gloves, and throwing out anything that is not personal mail from someone they know.

For example, read this article....

http://www.washingtonpost.com/ac2/wp-dyn/A5129-2001Oct16

I'm sure these changes won't be long term, but I think many people will be very cautious while these attacks are going on....

I suspect we might see an increased preference in receiving electronically delivered products over getting things in the mail, such as emailed newsletters and ebooks....

- Dien Rice