Having critiqued many mail pieces over the years, it takes a lot to make an impression on me. However, a recent direct mail piece by the sorority Tri Delta was so memorable it made this column. Let’s take a closer look.
Format: The mailer was an A-2 size envelope (4 3/8” x 5 ¾”) with a folded insert and a thin ribbon.
Design: The best part! The folded insert was really about 6” in diameter when unfolded. When folded, it was a small triangle with a base of about 2.5”. Tri Delta cleverly designed this to be a holiday ornament and included a small hole and a piece of thin blue ribbon. Tri Delta’s colors are silver, gold and blue so their piece of course incorporated the blue and the gold. The folded triangle said Tri Delta on one side along with an image of the other side of the printed ornament. As it was unfolded, the words showing were “Peace”, “Joy” and “Delta Love”, at which point the piece was unfolded completely. A colorful ornament was printed on the other side. The ornament was also diecut so the edges were scalloped.
Printing and Paper: The envelope was blue translucent with Tri Delta’s address printed in silver ink. Colored, translucent envelopes are unusual and therefore, garner lots of attention. Using a colored envelope can be a cost effective way of making a greater impact. The folded piece was printed on 100# cougar text and was printed using spot pms inks. The side with the wording ended up being almost solid blue on the one side which looked great when unfolded.
Presentation: The piece arrived with the insert folded so the envelope felt bulky and enticed the end user to open it.
Purpose: Goodwill to its members.
Offer and Call to Action: None but none was needed since this was a holiday greeting.
Digital technology integration: None but none was needed.
Personalization: None, although it was addressed to a Tri Delta member so it was getting to the correct person.
Overall, Tri Delta sent out a really impactful piece. The symbolisms shown in the piece would be meaningful to a Tri Delta member and isn’t that what direct mail should be? Personal and impactful.