This Forum Has Been Archived
*Click Here To Visit The NEW Forum*

 

 


Sure fired way,get'em to open your Direct Mail Letter

Offline Marketing tips and techniques - how to market your online business OFFline. Also discussing Offline Business set-up and strategy.

Moderators: angienewton, tknoppe, terrapin719, lisamariemary

Sure fired way,get'em to open your Direct Mail Letter

Postby bopub » Tue Jan 11, 2005 8:43 pm

If you've used direct mail sales letters then you
know there's no sure way that the recipient will
open it or not.

There is always pile (A) and pile (B) when it comes
to receiving mail. The (A) pile is normally the saved
pile and the (B) pile is for the trash can. This
is how I always done it over the years.

A while back I was having breakfast with a very
dear friend of mine, and we were discussing some
techniques we both used to mail our routine sales
letters. My friend told me something that totally
didn't sound all that great until I decided to use
it for one of my campaigns.

while we were gathering all the material together
for the next day's mailing, I thought for a moment
and called my wife up and asked her if she had her
best perfume available at home. She of course, was
wondering why I asked this, but she told me where
it was located at. I then left my office and found
the bottle and stopped by the paint store and got
a real small paint brush. I returned and began to
do something I thought was stupid.

The campaign I was mailing had 2000 letters and
adresses. I took 1000 of these and painted just
a dab of the perfume on each one of the letters
and sent them out.

I logged all the ones I sent without the perfume
on them and logged the others with perfume into
seperate files to keep up with the responses.

well, A week later...

Amazingly, I had a 64% return rate on the ones I
put perfume on, and only had a 9% return on the
ones without perfume.

This simply floored me to no end and it completely
blew me away. I knew though, I had only better do
this just this time because I didn't want to get
some man's wife mad at him when he opened a letter
with perfume on it, so this experiment worked and
it goes to show you how powerful the human mind
really is, especially when it comes to SMELL!


Steven
User avatar
bopub
 
Posts: 29
Joined: Sun Jan 09, 2005 3:29 pm
Location: Danville, VA

Re: Sure fired way,get'em to open your Direct Mail Letter

Postby fast-pack.com » Tue Jan 11, 2005 10:29 pm

bopub wrote:well, A week later...

Amazingly, I had a 64% return rate on the ones I
put perfume on, and only had a 9% return on the
ones without perfume.

This simply floored me to no end and it completely
blew me away. I knew though, I had only better do
this just this time because I didn't want to get
some man's wife mad at him when he opened a letter
with perfume on it, so this experiment worked and
it goes to show you how powerful the human mind
really is, especially when it comes to SMELL!


Steven



WOW! GREAT POST :!: :!: :!:

That was an awesome response! We have done many direct mailings, and that is UNHEARD OF RESULTS!

You mention smell, I have done a little research on this, it is called olfactory marketing. Here is a good article I had printed about a year ago while researching it.
http://www.profumo.it/perfume/olfactory ... keting.htm

and here are many more web pages referencing olfactory marketing:
http://www.google.com/search?num=30&hl= ... mell+scent
fast-pack.com
 
Posts: 205
Joined: Mon Dec 29, 2003 7:47 pm
Location: Madison Florida

re:Sure fired way,get'em to open your Direct Mail Letter

Postby bopub » Tue Jan 11, 2005 10:46 pm

This is an amazing article. Thanks because I had no idea about this
type of marketing.

A great Find.... 8)
User avatar
bopub
 
Posts: 29
Joined: Sun Jan 09, 2005 3:29 pm
Location: Danville, VA

Postby missionmomof3 » Tue Jul 19, 2005 8:16 pm

Thanks Steven for the idea... I am thinking about taking this idea and painting a dab of Double-Strength Vanilla or one of our great Extracts.
missionmomof3
 
Posts: 5
Joined: Tue Jul 12, 2005 9:41 am
Location: Texas, Palestine

Postby fast-pack.com » Wed Jul 20, 2005 7:40 am

Not sure if you are interested, but there is an article that takes about smell and advertising in this months entrepreneur magazine.
fast-pack.com
 
Posts: 205
Joined: Mon Dec 29, 2003 7:47 pm
Location: Madison Florida


Return to Offline Marketing and Offline Business

Who is online

Users browsing this forum: No registered users and 1 guest

cron