Page 7 - Engage - no.9 - Summer 2017

THAT’S FOLD-TASTIC »
Trish Witkowski specializes in creative solutions and engagement strategies for direct mail and marketing. She is also the curator of the world’s most exciting collection of folded print and direct mail samples, sharing the best of her collection on her popular e-video series, “60-second Super-cool Fold of the Week.” Check out two super-cool folds below, and request the dielines directly from us!
The Pocket Mailer is a useful mail format that offers an integrated pocket for additional components, such as a direct mail letter, response card, brochure, response envelope, or other insert materials.
The Pocket Mailer is 10" by 14.25" unfolded and finishes to a 10" by 4.875" rectangular shape. The Pocket Mailer is designed to be mailed without the protection of an envelope; however, it will require three tabs or glue lines to meet mailing requirements.
Scan this code with your mobile device to watch it unfold!
The Twist Fold uses a series of perpendicular folds to “twist” a large, square sheet down to a compact, folded package. Though the twisting movement locks the cover closed, opening the twist is fluid and requires very little effort. This creative format is great as is and even better with insert cards placed inside.
The Twist Fold is 12" by 12" unfolded and finishes to a 6" by 6" square format. If used for mailing, tabbing and extra postage is required for hand sorting, due to the square size.
Scan this code with your mobile device to watch it unfold!
INSIGHTS
Summer 2017
05
Three tips for creating emails people want to CLICK
1 Start with a snappy subject line
The approach to a subject line is akin to writing ad copy. It should be clear and concise, and simultaneously pique curiosity. Birchbox is a company that does this particularly well: their subject lines are straightforward and often include copy that entices the user to further investigate. (The brand sends emails with subjects such as, “Oops! We Forgot Something In Your Last Box!” to promote special o ers.) The jury is still out on the ideal number of characters for a subject line, but MarketingSherpa suggests that somewhere between 9 and 14 words (40-50 characters) is optimal.
2 Use “retina-friendly” and responsive images
With screen technology soaring to new, picture- perfect heights—and with more users than
ever before accessing email on increasingly sophisticated mobile devices—it’s crucial that marketers include top quality images (worthy
of high-DPI displays) and responsive design in their email marketing e orts. This is applicable to everything from animated images or GIFs in email headers, to interactive modules and snazzy background design.
3 Personalize and infuse personality
Personalization is another factor to consider when developing an email marketing strategy; studies suggest that personalized email subject lines and individualized messaging leads to higher click-through rates. Another important consideration that relates back to omni- and multichannel marketing is to ensure that brand voice is consistent in everything from the subject line to email body copy and everything in between. (The Hustle is a brand that pulls this o extraordinarily well—and their e orts have paid o : the company acquired more than 100,000 subscribers in just ve months.)
THE POCKET MAILER
THE TWIST FOLD