My Mailboxes Runneth Over
The other one has solid blue printing on the front of the envelope with red accents (and a few unprinted white areas for contrast). On the back, there is a four-color promotion of the premium offer. The back is OK, but the front really grabbed my attention.
Unfortunately, the rest of the envelopes are boring. They shout my least favorite phrase -"Junk Mail!" - so loud, it's deafening. Not so with e-mails; even the most boring one is still pretty interesting, simply because the photo on top is compelling. Let's get some of those great photos on our envelopes. Yes, direct mail skews toward an older audience, but that doesn't mean "boring" is the preferred strategy. Test some color!
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
