Mail Activity Highlights: Join/Attend/Be Listed
At first mention, the “join/attend/be listed” sector doesn’t conjure up hundreds of mailings, but this category took up nearly six percent of the mailstream in the Who’s Mailing What! Archive in 2007. Sent to folks who’ve “opted in” in some way—such as having joined an organization as a member or previously having made a purchase from a company—these efforts encompass clubs and associations, seminar and conferences, cultural organizations like museums and zoos, performing arts institutions, cable/satellite TV/radio companies, and sports teams and events.
Overall, in the December flood of mail, we witnessed the slim-down trend, as a lot of formerly 8-1/2˝ x 11˝ mailings went down to the slim jim size, with many simply folded in half. Many conferences used the slim jim for their efforts, while some workshops stuck with the larger format. Some, like Compumaster, did both.
The Philadelphia Museum of Art sent lapsed members the same mailing in two different formats, a 6˝ x 9˝ and an #11 envelope; on the outer, both entice with free tickets to two special exhibits, “Renoir Landscapes” and “Frida Kahlo” (Archive code #576-172686-0712A). The 6˝ x 9˝ effort from The Franklin Institute Science Museum in Philadelphia goes the pop culture route all the way, with its new “Star Wars” exhibit dictating the copy throughout. The outer says “2 seats aboard the millennium Falcon” are “enclosed,” and the cover letter cleverly starts out “Dear Future Member” (Archive code #576-174306-0712).
The Museum of Tolerance sent out a plain #10 that’s anything but plain inside, where a four-page letter, “membership acceptance form,” BRE and buckslip advertising a DVD premium all greet the prospect. The most hard-hitting is a small card with a grainy picture of a nine-year-old boy named Abraham Beem on one side and his short tragic history (after hiding out in Holland with his sister, he was deported to Auschwitz and “murdered upon arrival”) on the other (Archive code #576-178837-0712). The Smithsonian Institution doesn’t mess around in its letter, either. Inside the #9 envelope, its four-page letter from the acting secretary begins with the line, “I seek your help in solving the Smithsonian’s funding problems” (Archive code #576-171699-0712).