$100 Idea: How to get your letters opened…

Recipient sort and prioritize their mail according to clues on the envelopes. So, how do you get your direct mail piece opened and read instead of tossed? Joan Throckmorton of Pound Ridge, New York offers some clever ideas that make your envelopes more enticing:

• Print a teaser on the envelope to get the reader inside, such as "Five ways to double your net profits."
  
• Send a blind mailing-a plain envelope with a small return address that does not reveal the business name. She says, "Blind mailings work because people feel that they have to open it to find out what's inside."
  
• Personalize the mailing is much is possible, starting with the recipient's name. Try to avoid using "occupant" or titles like "manager" or "CEO."
  
• Use of third class pre-cancel stamp, which carries a bulk rate but looks like a real forty-four cent stamp, instead of bulk-rate insignia. Real stamps suggest a more personal mailing.
  
• Send your mailings in closed-face envelopes (envelopes without windows). They are more likely to be opened than window envelopes, which are commonly used for bills.
  

Making a business decision is just common-sense, when you have the facts!

Next: A lot of work, but very effective...

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Edward King, MBA CPA
Former Director of Wayne State University's Small Business Services
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