Not fundraising, but classic direct response mail.
There’s a lot going on here, most of it meaning little or nothing.
It looks “important,” and it stands out with all its empty bluster.
I bet it does well, despite the ridiculous, scammy thing it’s selling: an employment regulations poster, the kind required to be posted at workplaces, for $120. The poster that’s available for free from the government.
Every direct mail envelope has just one job: to get opened.
Not to be clever.
Not to be beautiful.
Not to make it completely clear what’s inside.
Just to get opened.
And weirdness like this often works.
I once created an envelope that had nothing on it but a big messy-looking rubber-stamp style teaser: LETTER ENCLOSED. We had to fight to keep it against the logicians who said it made no sense. They were right.
But it was a top performer.
Find your own weirdness when you create direct mail envelopes.
