Lenticular Direct Mail

Thanks to Pat Friesen, Copywriter and Strategeist who shared the timing-rule of 3:33 with us.

• The consumer decides in 3 seconds whether to trash your mail, or
  
• takes 30 seconds to scan and prioritize your mail, and
  
• 3 minutes to actually sit and read it.

After three months of planning your direct mail campaign, it all comes down to that.

Since the first step in your customer's decision-making process is only the 3 seconds they spend deciding to TRASH your hard work, why would you risk losing them that quickly?   Add a lenticular to the envelope, as a freemium showing through the window, on the front of the self-mailer and keep them interested!

If you got the letter shown above, would you throw it out without reading more?   

The gist: You need to keep them engaged longer than 3 seconds so they open the mail (use lenticular).  Then you need to keep them engaged with perfect copy (hire a good writer). Lastly, you need an easy to understand, relevant call to action (add value).

Adapted from the RR Donnelley Direct Marketing Tip of the Day, which is published and distributed to employees, friends and associates of RR Donnelley Response Marketing Services, 3075 Highland Parkway, Downers Grove, IL 60515-1261. Copyright RR Donnelley 2009.