Mailing Elements That Are Keepers

The bright, red #10 outer of this mailing sent by Emily’s List, a political network for pro-choice Democratic women, bears the teaser, “URGENT: Candidate Recommendations.” Inside, in addition to the donation ask for eight candidates for Congress (0n the yellow 7-inch-by-8.5-inch reply device) are eight 3.5-inch-by-4.5-inch cards — one for each candidate.

On one side of each card is a black-and-white portrait photograph of each candidate with her name and the office she’s running for — e.g., “Diane Farrell, Running for U.S. Congress: Connecticut.” The other side of each card repeats the candidate’s name and lists in bullet points three key reasons to support her.

The mailing also includes an 8.5-inch-by-11-inch double-sided, personalized letter that goes into greater detail on the challenges that lay ahead for each candidate, devoting a paragraph to each.

A Post-It note to the right of the letter’s salutation that says, “I hope I can count on your support for our candidates! Please contribute today!” is an alluring element that draws recipients into the letter. But the highlight of this mailing is the candidate “stat” cards. Similar to collector baseball cards of top players, the candidate cards are atypical, not often seen in direct-mail packages. They educate and engage recipients, and are small enough to hold onto or stick on the fridge, giving the mailing long-lasting potential.

THIS MAILING is available in digital form at the special price of $24.95. To order it, click on the package to be directed to our order form that contains other special offers on Archive mailings.