One of our most successful mailers is also one that clients resist the most. Why? Because it looks plain, looks boring, and OK - it's ugly.
Our "ugly piece" is our Call Center Mailer, and it's one of our most consistent winners in generating traffic and gross. It's only two color and has no graphics to speak of. But the hooks are strong, and our scripted Call Center operators make it even stronger.
One thing I've discovered the hard way is that "pretty don't necessarily sell." Hooks sell. And sometimes an ugly mailer cuts through a customer's mailbox clutter better than a glossy full color piece.
Erin Young, one of our Ad Production Artists, recently created one of the most beautiful mailers I've ever seen. It was a new campaign we were testing for a Toyota dealer, and it looked incredible. The client loved it, I loved it, everybody loved it... and it didn't work. Sure, there may have been other issues involved, but my point is that mailers don't work JUST BECAUSE they look great.
Remember: Don't get hung up on looks - dig into the hooks.
Todd Sprouse
Marketing Director
