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Sometimes a picture makes a prospect spend a few extra moments with a mail piece. Such is the case with HelpSTAR's 5-1/2" x 8-1/2" self-mailer that features the line "Love Your Help Desk" with a photo of an IT guy at his computer looking shocked while a young woman gives him a shoulder massage (Archive code #836-639499-0909). Opening the mailing reveals four panels littered with images and text, perhaps too much so.
Nevertheless, a good part of the promotional material works, such as the product reviews on one panel, the advanced features spelled out and the display of the logos of over two dozen well-known companies, hospitals, banks and universities. Lastly, the enclosed CD-ROM may work best of all for prospects who want to know more in a user-friendly way, as demos, tutorials, video case studies and a sample chapter from "A Guide to Computer User Support" are included. That CD-ROM better work well, for the weakest part of this mailing is the missing calls to action and response mechanisms. No reply form or envelope, no toll-free number, and only one reference to HelpSTAR's website.
Lastly, GoDaddy.com uses a celebrity endorsement to boost its #10 mailing, with a large picture of IndyCar Series female racing car driver Danica Patrick on the outer's front and a quote—"A domain name and a Web site from GoDaddy.com give me all the exposure I need"—on the back (Archive code #837-716624-0909). The top window is personalized to the prospect, who's being offered a discount of 25 percent off on domains, hosting and site builders.
Inside, it's simple. A two-sided letter is all there is, as the order methods are only through the web or phone (using the personalized source code). Otherwise, the letter consists of eight bullet points that describe GoDaddy's various web tools. The back of the letter is broken into the five different programs GoDaddy offers at different, yet low, price points.
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