Let’s examine a marketing package component, the lift letter, and see how you can prepare one for your own marketing promotions.
A few days ago, I wrote about the two distinct versions of a subscription solicitation envelope package mailed by Archaeology Magazine. The overall design and copy are much different and both packages use different components. The original envelope package is the one with a lift letter.
A lift letter is always used in addition to the regular letter in the mail package. This larger-than-normal size lift letter measures 8 x 10-inches. Typically, lift letters are in the 5 x 6-inch range.
As the name implies, a lift letter gives an additional lift or boost to response rates. This component has been tested since the early days of direct mail marketing, so you don’t need to take my word for its effectiveness.
A lift letter typically takes a different copy approach or angle from the main letter. In the Archaeology package, the main letter used storytelling examples to show what you can expect to read in the magazine. This lift letter speaks to the prospect on a personal level. Here’s an excerpt.
“Fewer than 1 in 30 of our readers are professional archaeologists. The vast majority of our loyal subscribers are lawyers, doctors, executives, teachers, students, journalists, writers, artists, and the like. Fascinating people from all walks of life.”
That’s the fourth paragraph. The preceding paragraphs also are written to stroke my ego by “knowing” I’m “adventuresome and uncommonly well-read,” and “intellectually engaged.”
Wow. My mother wouldn’t say anything that nice.
If I’m undecided about taking the offer, making the purchase, or in the case of financial institutions, opening the account, then a lift letter should motivate me to act.
The lift letter, while smaller than a standard letter, is always folded and has teaser copy on the outer cover panel. This one says, “You have everything in common with more than half a million other readers! See inside.” That’s a little long, but makes a point.
You’ve likely read the typical teaser for a lift letter. It says something like, “Read this only if you plan to decline our offer.”
The signature on the lift letter is different from the one used on the main letter. In this case, it comes from the editor in chief. The main letter is signed by the institute’s executive director. If you’re marketing an auto loan, for example, your president can sign your main letter while the lift letter signature is the head of your lending department.
A lift letter can work for your envelope package marketing project, but I suggest you test. Test using a lift letter versus no lift letter and also consider testing different copy/teaser versions of the lift letter. This should prove the component’s effectiveness as well as show you what copy works best.
Remember, don’t throw too many variables into your package. You can’t effectively tell which variation improved response or had no effect.
This content is accurate at the time of publication and may not be updated.