Yesterday we talked about the details about the envelope and letter we sent to request Brunch with Santa donations and to sell tickets.
There were (in my opinion) a lot of things right with it. BUT…what was wrong with it?
Keep in mind it is perfectly normal to find things that are wrong with a mailing you just dropped at the post office. There’s a big lesson there: We didn’t wait to mail it until it was perfect. You just can’t do that.
If you wait until your campaign is perfect, you’ll never mail it because it’ll never be perfect. It’s like waiting until the perfect time to have a baby – there’s no such thing.
That said, there is always room for improvement. Maybe there’s a better way to state it rather than “what’s wrong?” is “How can I make the envelope and the letter even better?”
Slice em and dice em
One thing that I advise customers (and readers) to do is segment your mailing. Some might look at the letter sent to chamber members and think that I did – but that really isn’t the case.
The people on this particular mailing list fall into a couple of distinct groups: blue collar services (construction, auto body, auto repair, custom logging, trucking), white collar services (attorneys, accountants, bankers, computer consultants, real estate sales, graphic artists), hospitality businesses (restaurants, caterers, hotels, motels, bed and breakfast inns) and traditional retailers (clothing, food, auto parts, tires, coffee, etc).
What changes would segmentation bring?
If I broke that list down into the four segments I mentioned, it would allow me to make several important changes. I didn’t do so this year simply because of time pressure.
For blue collar service businesses: I would likely use slightly different verbiage that is more in tune with their businesses and would have made a more specific ask. Like the others below, the ask would be for items or services that are most likely to get the business a new customer. In their language, specific to their needs.
For white collar service businesses: I’d use some different verbiage, a different ask – more specific to the services they offer and keeping in mind that I want a donation that helps them get a new customer – and some slightly different psychology. Again, the language used would be in tune with these kinds of businesses.
For the hospitality businesses: Again, specific language to their business. In fact, I would likely split this group into food-related and non-food-related because of the differences in what I would like to get in donations, differences in industry language and COGS. For the food biz, I’m trying to create an opportunity for them to make an impression that brings new customers to their restaurant or catering service. That happened this year as well – I didn’t simply ask for a donation. I offered them an opportunity to promote their business with the best they could bring to the table. Positioning is important.
I would like to have a bit more automation in place to deal with generating specific responses, logging auction assets and so forth. I’ll be working on that throughout 2009. While that automation will be somewhat specific to the Brunch, it is designed to work with any campaign – and with multiple media. It might become a system that you can buy.
A blue collar vs white collar mental image
Speaking of blue collar and white collar services, I’m reminded of an interesting way that Ford Automotive’s Social Media guy Scott Monty described the difference between white collar workers and blue collar workers: “people who shower *before* they go to work” and “people who shower *after* they go to work”. Paints a pretty clear picture, doesn’t it? You can follow Scott on Twitter.[audio:https://www.rescuemarketing.com/podcast/WhatsWrongWithMyMailing.mp3]