Red Hot Marketing Tip: More Color on the Outer Envelope ... and LetterNovember 2, 2011
At DMIQ, perhaps our favorite category among the 200-strong group housed in the Who's Mailing What! Archive is "Cultural Organizations." These folks — museums, zoos, aquariums, etc. — spend money in their direct mail programs because they know that's the chute where the bulk of their members emerge from. Of course, some efforts hit the mark, and some miss.
This week's episode with Chief Content Officer Ethan Boldt features Longwood Gardens, and it hits the mark. Highlights include:
- Certain colors can improve response. Does this bright outer work for most prospects?
- The standard 4-page direct mail letter is often white and two separate pages. Not here, as Longwood uses images of the Gardens throughout and seals the letter on the side.
- Calls to action and the reply form are so often overlooked in the package, but they're absolutely key to response. Longwood aces both elements in this effort.
- How to Stand Out With Inventive Direct Mail Pieces
- How to Improve the List Acquisition Process
- Use Color and Typography to Boost Response to Your Campaign
- Resolute Forest Products and National Envelope Announce Partnership to Expand Availability of Align Papers
- 2011 Trend of the Year: VDP on the March!