Direct Mail Packages Should Go With the Promoted Product
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A paper bag envelope made sense for a hunger campaign.
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06/03/11
Thinking outside the box is crucial for successful print marketing campaigns - if businesses can make a package that stands outs in consumers' mailbox, they will be more likely to open it. However, as Fundraising Success magazine recently noted, the creative needs to pertain to whatever the sender is promoting.
For example, a nonprofit that was trying to generate funds to feed the poor sent materials in a paper bag-like envelope. While this strategy worked for this mission, it can't just be copy and pasted into a different campaign - it wouldn't work as well for a Toys for Tots campaign, for example.
"Don’t borrow a graphic look that won’t communicate well with your market, and skip over great subject lines or teasers that don’t fit your audience. Learn from these examples, but remember to whom you are writing," suggests the news source.
Envelopes are a great medium to show a brand's creativity, as many companies opt for simple black-and-white envelope printing. By using different colors, vibrant logos and eye-catching imagery, businesses greatly increase their chances of being noticed by consumers.
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