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Here’s the Birthday Card mailer that gets a 32% RESPONSE rate…

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In episode 55 Dan Sullivan and I were talking about the idea of the short email to restaurants that simply said “Do you do birthday parties? Jim”

That email and the dialogues that followed would lead to restaurants sending birthday cards to people within a certain radius.

Most restaurants would send a Logo’d card with all their restaurant info and encourage you to “Come Celbrate at Dominic’s!” and the highest responding card was the Hooter’s card with about a 7% response. (Probably a lesson in THAT)

Here’s an all CHEESE birthday card that got a 32% response across multiple mailings…

Honestly, I’m surprised that 68% of people DON’T respond!

How could you not?

 

 

 

  • https://www.facebook.com/profile.php?id=662795076 James Pierce

    Thanks for sharing the exact cards that you sent out! I was always wondering what they would look like ^^ Kinda funny that the hooters card was performing so well :P

  • Christoph

    Wow the power of cheese must be incredible. I would have never guessed how big the difference between the hooters card and your card is. Just had an aha moment. Thanks so much for sharing.

  • Doug Anderson

    I’m not surprised that the Hooters card got less of a response because it feels less personal. It feels like a big company sending it to you not a person. The second one feels much more personal but I do see a couple areas that I think would improve that ones results too. It looks like a self-mailer using a presorted indicia instead of live postage and the addressing is obviously done by a machine coded addresser. I’ve been doing Birthday mailings for my clients since 2007. I have used a sneakup approach using an envelope with a blind return address and handwritten fonts in blue ink with live oversized commemorative stamps. It is hard to tell by the outside of the letter that it is coming from a business and has not been hand addressed by someone. Inside is a personalized letter and certificate created using many of the techniques used by Dan Kennedy. Headline with persons name in it, duel readership path, testimonials, Boldly displayed expiration date giving them the whole month to respond, and PS with offer detailed. Some on my clients have been doing it for over 4 years with redemption rates between 33% and 52% every month. I believe the more personal you can make your mail feel the better response you will get provided your offering something people want.

  • http://www.ILoveMarketing.com Dean

    Doug!

    You’re absolutely right.

    My preference is a completely personal approach like the hand-addressed letter you’re describing.

    The question I had to answer was how can we get the most people from a postcard to go to this personalized URL. This company is a POSTCARD printing and mailing company, not a lettershop…so a personal letter was not in the cards.

    My thought process was how do I work with what I’ve got to make it the most personal I can?

    It was going to be clear to the recipient that it was machine addressed and indicia mailed…so I used the dialogue box on the back of the card to create the impression that Yes, this postcard is from a service, but THIS portion right here (the dialogue box) is a personal message. “Happy Birthday, Dean…we all got together and got you something super terrific. ~J”

    We used courier font, and a short message to make it seem like somebody went to this “BigBirthdaySurprise.com” service and this dialogue section is where you could write a “personal” message.

    There is no indication at all that this is a commercial message. (Whiskers). It looks like you’re GETTING something for your birthday. (Cheese)

    Once somebody came to the page, they saw a personalized letter…set on a page that had illustrations like the ones on the card:

    This could possibly be your best birthday month ever!

    Hi Jim,

    First of all…Happy Birthday!

    We’re your neighbors just around the corner at Cafe Latte Coffee House Bistro
    in Orchid Springs.

    That’s us in the picture…I’m Kristi, then there’s Miriam and Jen.

    [picture of the girls outside the cafe]

    There are 2 important things you need to know about Cafe Latte:

    1. We brew the very best coffee in Winter Haven.

    No kidding – 7 People’s choice awards to prove it :)

    and

    2. We’re going to be celebrating YOUR Birthday the entire month of February!

    So, to combine these two things, we decided to make YOU “Royalty For a Month”
    with…

    A FREE COFFEE EVERY DAY FOR YOUR ENTIRE BIRTHDAY MONTH!

    We’re open Monday through Saturday, and all you have to do is come in to the cafe
    any day in February for a free cup of coffee on US!

    You’re more than welcome to come EVERY DAY if you’re up for it!

    We hand blend great tasting organic coffee from fair trade growers.

    We’re a comfortable family cafe with a great atmosphere, and friendly
    people.

    All you have to do is print your “BEST Birthday Ever! Free Coffee Card”
    …bring it in to the cafe and we’ll take care of the rest.

    [picture of free coffee card]

    We’re at 200 Orchid Springs Drive in Orchid Springs right across from the
    Animal Hospital…and right beside the Orchid Springs Salon.

    Coffee is ready by 7am Monday through Saturday.

    We can’t wait to meet you!

    Kristi, Miriam…and Jen

    —-

    The EXTRA advantage of the cartoon birthday card…aside from getting 450% more response than the best performing card, is that it removed the need to make a “custom” card for every advertiser…removing the many steps of gathering material for the card, getting proofs, making changes, getting approvals before finally mailing.

    Mailing the letter above, with the coffee card included in the letter in a personal, hand addressed non-standard size envelope with live stamps would increase response tremendously.

    I just have fun trying to make the very best of any constraints there may be :)

    Dean

  • Doug Anderson

    Nice job working with the tools available to you. Thank you for explaining the promotion more in depth. I like it.

  • Chung

    Brilliant

  • Chung

    I meant to ask, Dean — about the logistics of putting this together, mailing it and using a live url for the Birthday guy/gal to go to, is there a vendor you’d recommend for up here in Canada?

    Thanks
    Chung

  • kriss

    nice! but I wanted to see whats on the personal website and the site is down?

    http://bigbirthdaysurprise.com/dean.jackson

  • http://www.ILoveMarketing.com Dean

    Kriss!
    Here’s the copy for the landing page:

    This could possibly be your best birthday month ever!

    Hi Jim,

    First of all…Happy Birthday!

    We’re your neighbors just around the corner at Cafe Latte Bistro and Eatery
    in Orchid Springs.

    That’s us in the picture…I’m Kristi, then there’s Miriam and Jen.

    [pic of the girls outside the cafe]

    There are 2 important things you need to know about Cafe Latte:

    1. We brew the very best coffee in Winter Haven. No kidding –
    7 People’s choice awards to prove it :)

    and

    2. We’re going to be celebrating YOUR Birthday the entire month of February!

    So, to combine these two things, we decided to make YOU Royalty For a Month
    with…

    A FREE COFFEE EVERY DAY FOR YOUR ENTIRE BIRTHDAY MONTH!

    We’re open Monday through Saturday, and all you have to do is come in to the cafe
    any day in February for a free cup of coffee on US!

    You’re more than welcome to come EVERY DAY if you’re up for it!

    We brew great tasting organic coffee from fair trade growers.

    We’re a comfortable family cafe with really friendly people who like to hang out
    and meet up with friends.

    PLUS: You could win one of three new cars! *

    When you come in for your free coffee, we’ll enter you in our fantastic new car
    giveaway and at the end of the month…you may be a winner!

    Which car will you choose?

    The sporty one?

    [pic of a toy porsche]

    The SEXY convertible?

    [pic of toy convertible corvette]

    or the Sport Utility?

    [pic of toy jeep cherokee]

    *cars shown approximately actual size :)

    Your choice if you win!

    All you have to do is enter your email address to print your
    “BEST Birthday Ever Free Coffee Card”…and then bring it in
    to the cafe and we’ll take care of the rest.

    We’re at 200 Overlook Drive in Orchid Springs right across from the
    Animal Hospital…and right beside the Orchid Springs Salon.

    Coffee is ready at 7am Monday through Saturday.

    We can’t wait to meet you!

    Kristi, Miriam…and Jen

  • http://www.cozmix.com Steve Maughan

    All good stuff.

    I’d like to suggest a (semi serious) test. Have you tested using a picture of a guy *without* a mustache. I suspect it will pull better. A mustache may give the impression you’ve got something to hide.

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