I’ve been buried with client work for the past few days (this working for a living sometimes bites), so my desk is littered with post-it notes and other little bits of written trash with ideas to post.

But I’ve been saving this idea especially. So simple, so elegant, and it’s a sure-fire response generator.

Send a genuine greeting card…

Better yet, send a genuine Hallmark greeting card. (Why? Because you care enough to send the very best – talk about your long-lived branding!)

Let me tell you about a mailing I received last week. Envelope was
greeting card size, light blue, with a live stamp in the corner. It
looked hand-addressed in blue ink, return address was done in the same
style — no name, just an address which looked residential. And, this
is the best part, the back flap has a GOLD HALLMARK SEAL affixed right
where it should be.

My very first reaction? Who is
this from? It’s not my birthday. I’m not sick. I didn’t win the Nobel
Peace Prize. I was curious and a little impressed. Maybe even more than
a little.

Then I put my copywriter’s hat on. Hmm, on
further inspection the stamp was a first-class presort stamp. The
handwriting was actually a computer font (a great style, too) and the
back flap was embossed with Hallmark Business Expressions. Before I
opened it, doing my best "Carnac" impression (ask your grandparents
about Carnac :=) … I guessed it was from a real estate developer.

Then I opened it. Yep, I was right. The promotion was for a new
waterfront development in North Carolina (can you say Global Warming?
But hey, I digress…)

The card was real enough — cute photo on the cover, though the sentiment was uninspiring. There was additional handwritten-style action in the interior of the card, with it’s "Dear Roberta…" It was also used under the preprinted verse, but with less appeal because it went on too long, 7 lines worth. At that line length, you could tell it was a font and not someone’s own handwriting. The rest of pieces were pretty standard for this kind of promotion.

But, there’s no question that the envelope did its job here.

I was curious and eager to know the sender’s identity. I had to open it. Based on that single criterion, this promotion did a bang-up job.

The technique is pricey, but when viewed through the lens of a single piece of waterfront real estate sold, I’m sure plenty of folks opened this envelope and at least skimmed the offer. On that point, it did its job very, very well.

Maven’s Maxim
Next to sending a box, the greeting card format (use a card company with a well-known brand name  like Hallmark or American Greetings, and you’ll boost the open rate even more!) is a highly effective technique to getting mail promotions opened and read. Even in today’s email-centric world, there’s still something special about receiving a greeting card. Make it work for you!

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