I came home to a full mailbox tonight, and I mean “real” mail, print mail, not my e-mail inbox. It’s that time of year: I got five catalogs, a christmas card from my aunt, and three “year-end giving” asks from non-profits I’m somehow affiliated with.
But out of those three fundraising requests, two of them arrived in envelopes without a return address and with no indication of who the sender was.
Why would I even open that letter?
I can tell from the postmark that it was sent by SOME nonprofit, because it has the non-profit postage rate on it, but there is nothing on this envelope that motivates me to bother ripping it open.
In Breaking the Fifth Wall, we talk about how the subject line is the most important part of your e-mail. It’s a marketing message! And even though roughly 70 percent of people on your list may not open that e-mail, they will still see the subject line in their inbox. You should make sure you’re using it to communicate a message of value.
So if you think about it, isn’t your envelope actually the subject line of your direct mail? Read the Article
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