Category: Financial Services
Business: Retirement Planning
Item: Business Envelope, with 8.5" x 3" window
PrimeNet Critique
- Design.Clean, handsome, rich. The use of a script typeface is in keeping with an invitation and the elegance of the restaurant. The address, too, should have been in a script typeface.
- Indicia. It's easier to use a pre-printed indicia on the inner envelope, as it is here. However, the effort to affix a 3rd class stamp to the outside of the envelope would increase the open rate.
- Peeking copy. The topic of the dinner, "Taking the Complexity Out of Retirement Income," shows through the window, because the letter "bounces" in the envelope. This headline should have been placed so that it was not revealed until the letter was opened.
- Mail list. Financial planning offers should always be addressed to "Mr. and Mrs." and not to one or the other. Most households make joint decisions on their finances. By addressing this invitation to the man of the house, the company has offended the woman of the house before the letter is even opened.
