Say it, Say it again then say it again
No matter what the reason for sending out an item in the mail, be it member communication, marketing or transactional mail, it is vital that the message is seen, read and acted upon.
Stand out from the crowd.
In order to access discount mail services, you must have an indicia (postal mark) and a return address printed on the envelope. The cost of printing even a mono black version of your logo ensures that as a minimum the recipient starts to build up recognition of your brand increasing the likelihood of speedier interaction of the mailings content.
The Envelope is the start of the message
Calls to action on the front of an envelope, or a colourful image creates an interest in the mail above and beyond the ‘boring’ mail that still drops (or should we say ‘droops’) through the letter box. It is mystifying why any mailer does not use the opportunity of adding print to an envelope to introduce the content, cross sell, inform or persuade the recipient.
There is a school of thought that believes that the recipient can be tricked into opening the envelope by keeping the envelope deliberately bland and avoiding the label of ‘junk mail’.
Marketing professionals should have faith in the service or product they are selling, If you run your data analysis properly, ensuring that the recipients of mail have been targeted correctly, they will only receive mail that promotes something that they are interested in or previous activity suggests they may. So instead of “bland – go brand”
So say it on the envelope, say it again on the text, say it again in the brand message.