The Linchpin of Direct Mail and Email
Launched by Comcast in 2010, according to The Wall Street Journal, Comcast spent $640 million to advertise this new brand.
Now Comcast is about to spend an additional $170 million in damage control trying to explain Xfinity to a world of other confused consumers.
I could write a book on the number of rules this Comcast mailing broke. Instead, I invite you to compare the disastrous Comcast envelope with some classic direct mail envelopes that fulfilled their purpose as described by Herschell Gordon Lewis. They prevented the guts of the mailing from spilling onto the street and they got opened.
In the mediaplayer at the right, click on:
Image No. 1: The Comcast embarrassment.
Image No. 2: Two long-term controls by Mel Martin, who put Marty Edelston in business.
Image No. 3: Three masterpieces by Bill Jayme and Heikki Ratalahti.
Image No. 4: Copywriter's copy and design for Florida Homeowner Mailing Envelope.
Takeaways to Consider
- "The only purpose of the carrier envelope, other than keeping its contents from spilling out onto the street, is to get itself opened." -Herschell Gordon Lewis
- If the mailing is thrown out unopened, the envelope is a 100 percent failure.
- An envelope that is opened is 100 percent successful.
- "All direct mail gets opened over the trash can." - Lea Pierce.
- The online corollary to the Lea Pierce dictum: "All email in the in-box is scrutinized with fingers on the delete button.
- The Creative Director's Envelope Checklist
—Space in upper right for indicia (stamp, printed or metered).
—Return address (either in upper left corner on flap in back).
—Placement of window (so that address on card shows through).
—Address in scannable typeface (so USPS machine can print barcode).
—Room at bottom for USPS to print or affix adhesive strip with barcode.
—Are all internal pieces folded so that they are machine insertable?
—Does inserting machine have enough stations/pockets to handle all inserts?
—Weight of the final mailing package. (Maximum 3.3 oz. More and you pay penalty.).
- The Creative Director's Email Checklist