Needs, Wants and the Absolute Importance of Relevance

To make the piece look less automated, I’d also use a mailer’s cancellation mark over the stamp and move the bar code away from the address block to the bottom edge of the envelope. No teaser, no hype. Make it look as not mass-produced as possible.

As for the letter copy, suck me in immediately with the story, and talk to me about your loved one and what happened. Help me feel as though I would have liked to have met your loved one. Gently remind me about how important it is to remember the loved ones we’ve lost. Give me the validation I need to make a gift, and you’ve got me.