. . . And The Envelope, Please!
The package is important. The package is important. The package is important. Hey, if realtors can say, "location, location, location," the envelope should be allowed a three-peat, too! I don't mind a postcard from my dentist reminding me to come in before I lose my teeth, but having all of the loose hyper-tabbed self-mailers is giving mail a bad name. If you have something worth selling, or something you want to announce, put it in a package worthy of its value, an envelope. If you do, it will be valued more, and probably a lot more. (Just a side note, the USPS likes the envelope better.)
The promise is the fun part. What the envelope says, how it feels and piques our curiosity, is a promise made to what is inside. In this magic moment (aka "Mail Moment") of anticipation, you will either build trust and a relationship, or not. You want the connection between what the envelope promises, and what the contents deliver. Mail marketing pros test different copy looking for a winner. After all, it is about delivering results.
As a matter of fact, you can even put a QR Code on the envelope and deliver Oscar-winning performances of envelopes, if you are so inclined. Tweet that!
About the Author:
Steve Brocker is vice president of sales and marketing at Western States Envelope & Label, headquartered in Milwaukee.