Have you considered camel mail? No, I'm not talking about an alternative to the postal service; I'm talking about the design of your direct mail pieces. Camel mail is an envelope with a hump that indicates there is something unusual inside. The hump sparks curiosity and most people won't be able to resist opening the envelope to see what it is.
You can use a variety of items to create the hump--a small promotional item (key chains, pins, small pads, etc.), a gift, or paper (perhaps an article or other information) folded in a way that creates a bulky lump in the envelope. Ideally, the item should relate to your offer and/or reinforce your message. And your piece must be designed such that it can go through the postal system's automated equipment without damage; if you don't have a direct mail expert on your team, contact your local postmaster for a referral to someone who can help you with this.
Of course, camel mail alone won't guarantee a successful direct mail campaign. The hump will increase your chances of getting your envelope opened, but your message must be strong enough to capture the reader's attention and generate action.
Now is a great time to use direct mail in general and techniques like camel mail in particular, because so many companies are focusing on e-mail marketing and have cut back on direct mail. That means there is less competition for your paper communications. Choose your list, your message and your "hump" carefully and give camel mail a try.
