Just got this piece in the mail from the ACLU:
We are not a recent donors to the ACLU, so this is donor acquisition. And I’m quite sure I’ve seen this before a number of times, but with a key difference:
It has been a “normal” envelope color, a light brown we usually call manila.
Now it’s shockingly, almost sickeningly, bright green! Who does that? Where do you even get envelopes that color?
And why are they doing this?
My guess: Because the new crazy color does better than the old normal color.
It’s one of those dependable direct-mail truths: If you want to improve response, weird up the envelope! The more improbable and unusual, the better. It’s such an easy way to do better, I’m surprised it’s not done more often.
(I once had a dream that I created a direct mail piece in a triangular envelope. I bet that would work like gangbusters. Unfortunately, the US Postal Service has regulations for what is acceptable at normal postal rates. No triangles!)
Raise more money with wacky envelopes. (And if anyone from the ACLU with inside knowledge about this project is reading this, let us know in the comments!)
(This post first appeared on October 25, 2018.)
