Effective mailers - they are really pretty simple, right? I guess the best way to determine that is to ask the consumer. How about asking yourself? You get mail just like everybody else does. What stands out to you as being effective?
Do you open all of the form letters you receive? Do you look over and read every postcard you are sent? No, neither do I.
But what would you do if you received a magnet in the mail? Not an everyday event is it? It's actually still very uncommon, which is what makes it such a powerful and effective way to advertise. Different is good, it get's noticed and it results in a better return on your investment.
If you received a magnet in the mail, the most likely place it would end up in on the kitchen fridge, not in the garbage with all of the rest of the junk mail. I know I keep magnets. Most of all because they are useful. And if the magnet contains some useful information or a phone number or web address I might be interested in visiting, a magnet provides a nice, easy way to keep track of it.
Maybe effective mailers are pretty simple after all.