With so much at stake for their business, this mail piece tries to address the prospect’s fears.
Mailer Name: ShipStation
Date Mailed: October 2015
Owned by Stamps.com, this web-based software helps companies fulfill their orders by taking care of the shipping. Or, as the slogan bluntly puts it on the front of this self-mailer, “GET SHIP DONE.” Above the tagline, an important confidence building tactic: 3 endorsements from customers of different ecommerce platforms.
A burst in the lower right corner announces the offer: a free trial and 1 month of free service. The logos of various ecommerce companies run across the bottom border. This adds credibility to the company’s stature.
The 2-panel spread inside continues to build trust in the company and its solution. The left side asks at the top: “Can shipping be this easy? Yep.” A box announces: “All your orders. All in one place.” It lists several benefits, all of which support the claim that it makes shipping easier. For example: “Import orders from anywhere: no copy/paste.”
As on the front, this panel also leverages social proof by displaying corporate emblems. The program works “anywhere you sell,” like Amazon or Etsy. And it works with “any carrier you wish,” like FedEx or USPS, among others.
The right inside panel goes further in emphasizing the software’s benefits. “Online sellers rejoice,” it boasts. Because it’s automated, the copy says, it saves customers time and money. And that means, it continues, “more time doing what you love. The offer is repeated here, and the call to action appears as well, in a can’t-miss orange box.
Figure out what your prospect’s biggest pain point is, and build your effort around it.