A Mailing That Makes You Go “Hmm”
Competition in the mailbox is tough for all mailers. While some organizations mail bigger and flashier to stand out from the rest of the packages in the mail pile, others go the other route of mailing blind and keeping elements simple.
This mailing from the National Stroke Council caught my eye because it is a rare example of a package that is simple yet eye-catching, not because it’s flashy, but because it is doing something different.
In addition to the usual poly address window, the light blue No. 10 outer has a simple, black-outlined illustration of a doctor in hospital scrubs. To his side are two circles that lead to a poly-window thought bubble. The poly cut-out shows through to a personalized teaser on the reply device that reads, “John Smith, A Stroke First Aid Kit is reserved in your name.” It’s a design element that’s simple and different enough to make recipients say, “Hmmm.”
The other elements in the mailing are equally simple, but do a similarly unique job of attracting attention. The 3.5-inch-by-8.5-inch reply device repeats the stroke first-aid kit offer, adding that though the kit is free, a donation of $10 or more would benefit the organization. This statement isn’t odd in and of itself, but next to an ask string of $5, $7, $10, $20 and Other, it caught my eye.
The 7-inch-by-8.5-inch letter has a yellow Post-it note affixed to it that reads, “The First Aid kit could save your life. Request yours today,” written in a faux handwriting font. The Post-it covers the letter in a way that makes the letter unreadable without removing it, furthering drawing attention to the note’s message. To round out the mailing, a 3.5-inch-by-7-inch insert changes the subject completely, instructing recipients on how they can add a bequest in their will to NSC.
This mailing is anything but typical, and its elements grab attention in a legitimate and cost-effective way.
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