A printer’s mailer shows some promise, but also leaves some to be desired

This self-mailer from Unimac Graphics has a lot going for it. But there are some questionable design and copy choices as well. Let’s take a closer look. On the positive side, the striking color, size and paper stock do a great job underscoring the wide-format printing it is trying to sell. Also, personalized URLs (PURLs) are a very effective way to draw attention and foster conversion. Here, a PURL is applied on the addressing side, the most-read part of any direct response communication. Finally, the front, opposite the addressing side, gives the reader an interactive, fill-in-the-blanks way to view the breadth of Unimac’s services. Unfor­tunately, the inside of the self-mailer fails to live up the promise on the outside. The giant “No Problem” headline assumes that the recipient read the front of the postcard. Even if they did, the connection is specious. The headline and dog graphic are certainly dramatic, but they force 10 pounds of copy into a five-pound space at the bottom — it’s daunting for the reader.

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