The most trifling question in Creative Copy class – How do you get someone to open up a piece of Direct Mail? Of course the class content was lagging because wouldn’t it be direct E-MAIL today? Anyway, the blah-blah-blah of using visually STRIKING colours, nice and BIG font, a catch-phrase that really grabs someone as the subject line. Bottom line is – nobody is going to open up your direct e-mail unless they recognize and love the brand.
If you get a piece of mail that has a stunner Range Rover on the front, chances are, you’re going to open it. The brand has an established allure, just the sight of the name or an image evokes a feeling. So, when you’re blasting out a letter to your e-contacts, you can either tag a Range Rover onto everything, or make sure the people you are sending it to have a solid understanding of your brand.
One bit of ad-mail that I always make a point of reading from my inbox is Vancouver fashion boutique’s Eugene Choo mail. It only took one e-blast from them to get me hooked on the brand; it was their combination of a friendly and quaint voice, coupled with whimsical fonts and candid, lovely photos. Nobody else is Eugene Choo, and you’ll see why…
This is 1 awesome blog article. Many obliged.
Thank you Edgar! I really appreciate the positive feedback, many many thanks!