Lessons learned from Portland WiFi mailing
In July I sent direct mail postcards to businesses listed on my free Portland WiFi website. In November, I sent another round of postcards. To all that replied on either of those occasions, I am now sending a “Free WiFi” placard.
This is a slightly more complicated mailing, since it contains multiple pieces. As Joel Spolsky mentioned recently in his DVD venture run-down, keeping portions in the same order is important. I only had about thirty recipients, but it was still important to have a process.
The pieces of my mailing:
- Big envelope
- Labels with mailing addresses
- “Free WiFi” placard
- Letter from me
- A few WifiPDX business cards
- Stamps!
First I placed the labels on each envelope, keeping them in the correct order. Then, I checked that the names matched the letter as I stuffed each envelope with the placard, letter, and cards. Finally, I added the stamp and set the whole package aside.
Lesson one. Triple-check the details. Unfortunately, after I had completed twenty of these, I realized I hadn’t signed the letters. Details are important.
Lesson two. Invest in a return address stamp. I had hoped to print directly onto the envelopes, but my printer wouldn’t handle the size. I had to use two sets of labels, which didn’t look as good.
Lesson three. Have a teammate. The process would have been easier with a true assembly line. Plus, it would have meant another set of eyes to catch the details, and someone with whom to chat.
All in all, a success so far. I’ll look forward to seeing more of those placards at my favorite free wireless internet hotspots.
Your post made me smile. I would agree with all three points. Having done some of the same things you talk about (like forgetting to sign the letter) is really frustrating. I hate to admit that I have done it more than once. Okay, quite brow beating me. I have done it multiple times. Geez, make me confess to my lack of attention to detail why don’tcha!
Have a good one!