5 Long-Time Direct Mail Controls and Why They Still Work
Again, guilt works. It’s easily the leading copy driver, in its many forms, in non-profit fundraising.
The auto club is a giant in direct mail, offering travel and financial services besides roadside assistance with membership. A lot of its efforts have been long-term successes, like this one for more than 10 years.
The outer’s a #10 envelope that tells the prospect that they’re being offered membership privileges for not just themselves, but two drivers. The letter inside and this four-page “QuickStart Guide” focus heavily on benefits. Everyone knows their road service, but they also talk about travel, insurance, ID protection, and lots of discounts. It’s all about surrounding the customer with one-stop shopping.
4. International Living
The first intriguing thing about this newsletter subscription campaign is that it’s an envelope-within-an-envelope, a #10 inside a manila #11. Then there’s the fascinating letter. Denny Hatch writes about it brilliantly in his book, Method Marketing.
Originally written by Agora founder Bill Bonner, it still captivates after almost forty years: “You look out your window, past your gardener, who is busily pruning the lemon, cherry, and fig trees … amidst the splendor of gardenias, hibiscus, and hollyhocks.” And that’s just the start ... sign me up!
5. The Sun
The Sun is a monthly magazine publishing essays, poems, short stories, and photographs for over forty years. This subscription acquisition mail piece goes back to the late 1990s. It’s a seven-panel self-mailer that does two great things.
First, it includes a heartfelt letter from its founder and editor, Sy Safransky, who tells his story. He then explains the magazine’s objective: to “celebrate the glory and the heartache of being human.”
Second, the mailer uses photo and excerpts from the magazine to whet the reader’s appetite for more. Remarkably, they haven’t been refreshed much over the years. They probably don’t need to be.