I got a mysterious letter in the mail recently:
A large, heavy-duty envelope. An official sounding document number. Signature requested? On a red sticker? Better take a look.
“Dear Mr. Shearer, we have an exclusive offer for you from AAA Life Insurance….”
Opening this letter made me realize something. The direct mail envelope is a kindred spirit with the email subject line, the article headline, and the display ad. They’re each the metaphorical and literal “packaging” of a marketing message. And you can take one of two tactics with them, each with their appropriate use cases:
- Use cheap tricks to get people to take a closer look (clickbait)
- Match the packaging (or subject line) with the message within
The first approach is easier and more spectacular. And it can be exciting to see what gets people to click or open. But all too often, the engagement you get is superficial. Excitement stops at the surface, since the message you started with didn’t match the message you ended with. Quantity over quality.
The second approach is tougher and less glamorous. But when you deliver a consistent message throughout, you’re most likely to get engagement with the people who actually want to engage with you. Quality over quantity.