I couldn’t resist opening the envelope that the promised a “special gift” for me. It was from an organization I hadn’t heard of — Indspire. Before describing the contents, I’ll take a moment to comment on the envelope.
The obvious thing to note is that the envelope did its job. It convinced me to open the package to examine the contents. At 8″x5.5″ and 62 grams, the package stood out from the rest of the mail that day. I noted the Addressed Admail indicia in the upper right corner and the sortation information in the window, but that didn’t put me off. The prominent text promising a gift and the colourful images suggesting postcards primed me to expect something special inside.
The 4-page letter appeared to be the work of a professional copy-writer. It had many of the classic elements. In the upper right hand corner of the first page, a Johnson box featured a moving first-person testimony. The text of the letter was written in a casual, first-person style and began with the sender’s self-introduction. Quickly, it introduced us to Amy and described how education had changed her life for the better. From there, the text carried me through an engaging mix of facts, benefits, testimonies and requests. Interestingly, the page breaks on the first and second page occurred in the midst of a sentence, encouraging me to move to the next page to complete the thought. Finally, in the standard P.S., the writer explained the purpose of the colourful note cards.
The other elements of the package complemented the letter. The buckslip provided talking points about the challenges being addressed. The reply card and envelope provided attractive options for making a donation. The note cards are beautiful and definitely will be used.
Did this mailing do its job? Yes, indeed. I read every word, examined every piece and visited Inspire’s website to learn more. Would an email have had the same effect? Not even close.