What’s in the Mail – Mail That Stands out in the Mailbox

As part of my job at Production Solutions, I see a LOT of mail. In fact, I typically see up to 1,000 pieces each month and for an idea to really stand out it has to be unique and easily identifiable as an idea someone can use NOW.

In 2024, that idea was so simple that I immediately thought, “Why have I not seen this before?” I showcased this package last year, and now I want to expand on the idea and tell you how to use this technique in your mailings.

My Favorite Idea

Here, we have a newsletter-style mailing using an average 8.5 x 14 letter reply. The images and text have been flipped on their side or rotated 90 degrees so that the form opens like a book and the reply is folded inside.

My favorite things about this favorite idea:

• Simplicity! You can probably reformat something you are already mailing to take advantage of this unique idea.
• Inexpensive to test. If you use digital print, you can test this against other letters/replies that are the same size without additional cost.
• Easy to personalize. If you utilize digital printing, personalizing the content in the piece can really make it feel unique, enhancing the one-to-one donor experience.
• Versatility! It’s one of my favorite ideas because it can be used for more than just a newsletter. We mocked up 3 variations, each with its own style and function. Impact reports, letters from the field, donor testimonials, and staff messages all work here, as you can lay this out visually to really tell a story.

How to Take Advantage of My Favorite Idea

My favorite idea or technique lends itself well to fast, personalized, inexpensive digital printing with many versioning options. As digital print becomes increasingly common and cost-effective, the possibilities for using this technology are endless. You can now print a full-color version of the letter alongside a more standard letter/reply to get the most out of each print run.

Here are a few digital printing rules:

• Form size and layout have to be the same. If there is a perf or a fold, they have to be in the same location on each version.
• The rest of the package must be the same – same inserts, insertion order and envelope. This makes it great for testing copy and design only.
• Build your data carefully. Make sure you are capturing data you may need to along the way to populate future tests. There is nothing worse than coming up with a brilliant idea that you can’t execute due to missing data fields.

Guaranteed to Stand Out in the Mailbox

Since I see so much mail each month, it takes a lot for an idea to be a favorite of mine. This technique is so simple and so easily incorporated into any program that anyone can take advantage of it.

Ready to make the most of every dollar in your direct mail campaign?

Reach out to us today, and we’ll help you uncover opportunities and offer strategic recommendations tailored to your needs.