Attention MGMA-ACMPE Members

Description

This is another one of Amazingmail's campaigns. Unfortunately, it's one of their more poorly designed ones. There are no focus points on this card which is a problem because readers  won't take the time to read into it. It's bound for the trash. The sticky note is where they want to lead your eyes, but the copy isn't interesting, there is no call to action, and they didn't emphasize the offer at all.

This postcard is selling to businesses that are looking to send promotion postcards. If you are business owner, you would probably want to send postcards that capture attention and drive action. This card does neither.

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Copywriting

As we said in the design, this small print cursive isn't a great play. It's hard to read and doesn't capture or draw attention. The copy itself isn't horrible, but could be condensed: "Hi {insert MGMA-ACMPE member's name}, Want a brand new iPad? {insert call to action and barcode}"

Design

There isn't a focus point on this card. We have some dated looking graphic on the right that no one will look close enough to read, and on the left there is small print cursive copy that isn't easy to scan. That makes it confusing. You don't know why you are receiving this card, the offer ("The latest Apple iPad..." isn't big enough to notice, and there is no clear call to action.

We understand that the image on the right is being showing on an iPad and winning an iPad is the offer, but that isn't clear enough for the reader. Always consider the 3-second attention span of the reader flipping through their mail while designing your campaign.

Offer

The offer is for a free iPad, but it isn't clear, doesn't draw any attention, and there is no call to action. This is basically as effective as having no offer.

Key Takeaways
  • If you have an offer make sure the reader can't miss it. This card isn't actually promoting the free iPad offer, but they are selling to business owners who might have a similar offer. Those business owners realize that the offer is their hook and they are going to want to be assured it can't be missed on the postcard.
Description

We've reviewed quite a few Amazingmail campaigns and have noticed they never really have their own call to action. This card is targeted at business owners. Business owners who may or may not be considering a direct mail advertising initiative. The idea is give the prospect an idea of how their card could look if they chose to do business with Amazingmail. We can't help but wonder how many recipients actually realize that. There aren't any indicators besides the small patch on the front that would give that away. Why not have an Amazingmail offer?

"Design your next campaign with us and we will give you 25% off!". It could be as simple as that, but at least the recipient would understand why they are receiving the card.

Copywriting

This could be condensed to: "Register by 10/12/20 for you free iPad!".

Design

There isn't a focus point on this card. We have some dated looking graphic on the right that no one will look close enough to read, and on the left there is small print cursive copy that isn't easy to scan. That makes it confusing. You don't know why you are receiving this card, the offer ("The latest Apple iPad..." isn't big enough to notice, and there is no clear call to action.

We understand that the image on the right is being showing on an iPad and winning an iPad is the offer, but that isn't clear enough for the reader. Always consider the 3-second attention span of the reader flipping through their mail while designing your campaign.

Offer

At least they have a big expiration date and include a call to action. This shows the prospects Amazingmail does know what to include, but maybe not how to do it effectively.

Key Takeaways
  • If you have an offer make sure the reader can't miss it. This card isn't actually promoting the free iPad offer, but they are selling to business owners who might have a similar offer. Those business owners realize that the offer is their hook and they are going to want to be assured it can't be missed on the postcard.
Copywriting:
C+
Design:
D
Offer:
D+
Final Grade:
C-
Copywriting:
B-
Design:
B-
Offer:
B-
Final Grade:
C-
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