What Is Endorsed Mail?

eHow
July 13, 2011

An endorsed mailing is a technique of sending a sales message under the name of an individual or organization familiar or credible to your target audience. Associating the message with someone or something that the prospective client trusts captures the recipient’s attention and gives the message credibility. Including endorsements on direct mail is a tried and true business strategy.

Benefits of Endorsed Mail
Sales letters often go straight from mailbox to trashcan. Endorsed mail catches the eye of the recipient or gatekeeper to the recipient, and gets the message put into the pile with magazines, bills and personal letters, rather than the garbage. With good design, the brand can be established with this first glance. Even without reading the entire letter, the catalyst for name recognition is secured.

Selecting an Endorser
An endorsement often comes in the form of a testimonial. An established client shares his positive experience with the company in a brief statement, and that experience is shared through direct mail. These are most effective when the endorser is relevant to the target market. He can be local, in the same age cohort or in the same profession as those on your mailing list, to name a few examples. Celebrity endorsements are also common. Using local celebrities like the city’s mayor, business celebrities like the company’s district manager or celebrities like a TV star are ways to capture attention and establish trust.

Procuring the Endorsement
If you are using a client’s statement as your endorsement, you must have her permission to print it. She may be very happy to share her positive experience, but she may be averse. Always have express permission to run the statement, name, photograph and other information before going to the presses. When using a celebrity endorser, confirm all parties are comfortable with the message, product or service. Also confirm that the celebrity’s reputation is one you want associated with your company. You may have to compensate big-name celebrities for their likeness, so be prepared. Industry professionals and local people may be willing to help because it is good for business, or they may offer an exchange of services.

Effective Endorsed Mailings
Business strategists have endless tips for getting consumers to open their mail and respond to their brands. One way is to place your message in an envelope that could be the endorser’s own stationery. Inside, the endorsement should be personal. A cover letter should address the reader: “My experience with XYZ, Inc. was unforgettable. Their services benefit people like you and me.” Another approach is an eye-catching note with a personal message: “Thought you might be interested!” Letters in 9-by-12-inch formats are recommended, and teasers like “Do Not Bend” on the outer envelope work well, but postal codes require that something of value be enclosed to use such messages.

References
Profit Advisors: How to Use Endorsed Mailings to Increase Response to Your Sales Letters; Michael C. Gray; 1998
Publishing Executive: Kiplinger’s VP Sales and Marketing Says Endorsed Mailings Effective…; Hallie Mummert; 2006