Many direct mail envelope mailings today are missing a critical element that increases leads and sales.
That is, the lift note.
And as it’s name implies, it’s a perfect way to “lift” your response in the pandemic recovery.
Many so-called direct mail “experts” or ad agencies don’t use it, but should because a direct mail envelope package needs that extra oomph to convince skeptical prospects and drive them to call, text or mail an order or inquiry … or drive them to a landing page of video.
For our clients, if we do an envelope mailing, we create a lift note.
Typically, its printed on a small piece of folded paper with specific short sales copy. It’s usually 7×10.
To be effective, it should punch an issue in a quick, succinct way.
Tests have shown that a lift note in your direct mail envelope package could increase your response an impressive 5% to 25% … or even more!
Here are 4 tactics to use to maximize the effectiveness of a lift note
Counter an objection
Put yourself in the shoes of your prospect and imagine what the main objection could be to your offer. Then, design a lift note that counters that objection.
For example, many people believe owning more than one Visa or MasterCard may hurt their credit. One credit card offer contained a lift note that explained that it’s perfectly okay to own two MasterCards or two Visas.
The package with the lift note beat the package without a lift note by 17%.
Address a different theme than your sales letter
A good sales letter only has one theme. If you have an additional major sales point to make, a lift note can help you.
For instance, to continue using the credit cart example, say that the thrust of your letter is the card’s low interest rate. In your lift note, you could mention that your low-rate card also has the most generous rewards program available in the market.
Let someone else do the talking
A lift note is a great place for a testimonial too.
If your product or service has a fantastic testimonial, a lift note can be an effective way to make it pop!
For our client, Fellowship for the Performing Arts (FPA) and its C.S. Lewis play, we did this for the “outside” of the folded lift note …
Have someone different from the main letter sign it
This is a powerful endorsement and builds the power of the rest of the direct mail package.
For FPA, the “inside” of the lift note was from a respected, well-known author familiar to the prospective audience …
If your envelope campaign is looking for a little something extra, remember that a lift note may just be the response-boosting secret you’re looking for.
For more little-known direct marketing tactics, watch this short video.
Need help creating a powerful lift note for your direct mail campaigns? We’re here to help. Email me, firstname.lastname@example.org or call 615.814.6633.