We almost didn’t open it, thinking it was junk mail.
Why would the University of Georgia send us mail way out here in Montana?
We aren’t alumni. Our kids don’t go there, nor do we have prospective students considering the school.
The letter was addressed to “The Riffey Family” (printed, not hand-addressed), which may have subconsciously given it a chance it normally wouldn’t have received.
The postage applied was pre-sorted metering like that from a postage machine. Result: It looked like any other junk mail with the exception of the “family” thing.
The letter made it home from the Post Office only because I thought it might be something related to my wife’s doctoral studies, even though she had never mentioned UGA to me.
Months ago, we had to put Blondie (our 11 year old Golden Retriever mix) to sleep.
She was suffering from painful arthritis and surgery to repair tendons hadn’t helped her escape a life that had become much like walking on broken glass. Our oldest son came home for the weekend because he wanted to be with her. They hadn’t even charged us for the euthanasia, probably because we’d spent so much on Blondie’s care with them.
The letter was about Blondie. It came from the development (fundraising) office at the University of Georgia Veterinary School.
A letter that almost didn’t make it home. A letter that almost didn’t get opened.
A letter said that our vet, Dr. Mark Lawson from Glacier Animal Hospital, had made a donation to the vet school in Blondie’s memory.
Think hard about your mail
Imagine if we hadn’t known that our vet had made that donation…all because the envelope carrying that notification letter looked “too junky”.
Think hard about your mail.
It does no good to spend time and money sending mail if it never makes it home from the post office. It isn’t just about paper costs, printing, postage costs and the speed of slapping on pre-printed labels.
Everything ON the envelope requires thought because someone, somewhere HAS to decide to open it…and if they don’t, you just wasted time, money and an opportunity. Perhaps more.
Everything IN the envelope requires thought. You might have one shot to make an impression and/or provoke an action.
If you don’t send mail to people, keep in mind that the same considerations apply to anything else you put in front of customers and prospects. If it looks like junk, it might get treated that way.
Would you take your dogs anywhere else? What a nice gesture. Wow.