5 Tactics for Designing Magalog Mailers
3. Think of the Cover as the OE
"The thing about a magalog is you get right into it. With a letter, you have to start by opening an envelope, and if [recipients] don't open the envelope, then you've really lost them," Davidson relates. To make the magalog cover work, use catchy cover lines. Davidson cites the cover line for a recent Men's Health magalog, which reads, "Build Your Body With Your Brain (Not with Your Brawn!)." To capitalize on the small cover space available on a slim-jim magalog, Wolfe suggests using multiple thumbnail cover images instead of just one, showing the premium and using white space for important teaser copy. Wolfe also supports calling out a freemium. "Any kind of recipe, tip sheet, restaurant listing or subway guide, anything you can refer to as, ‘Free Item Enclosed on Page 5,' I think that's good."
4. Plug the Offer Over and Over
While a magalog may not look like advertising mail, it is a really good vehicle for promoting an offer. "If it's a free issue or it's a premium offer, then we try to repeat that on every page," Wolfe says. "You can really push the offer at every spread," Davidson agrees. Both hard and soft offers carried over from traditional packages work well in magalog formats, and including a BRE will greatly increase cash with order. One of Wolfe's clients saw up to 40 percent of its orders come in paid up front when using a BRE. Davidson advises driving home the offer by placing a letter on the last full spread of the magalog and ending it on the right-hand page with the promotion of a free gift. "This way, they go through and see how exciting the magalog is, and then they get this letter at the end and page 16 [the last page] is always the free gift," he says.