Most marketing mailers miss the mark. Here's why LinkedIn's recent mailer actually works: 1. Clear Product Messaging: they led with a specific value prop for LinkedIn video content: "Video engagement is 1.4x higher than other content types." No fluff—just a concrete benefit tied to measurable results. 2. Functional Enablement: gifts that actually help you get better using that products. The lens & mic will help me use their video product better. Smart marketers tie their swag to product adoption, not just brand awareness. 3. Community: High-quality merch people actually want to keep. I have two rules - no vessels because NO ONE needs another mug or flask and no tote bags unless they’re super high quality because NO ONE needs another thin tote - straight into the trash - invest in quality. 4. Shareable / Organic Amplification: looks lovely so people will share (hence this video) to drive coverage. Some people make this the main goal which is not correct - coverage in and of itself is s never really a business goal (unless you work in PR, social etc.). The takeaway for marketers: Your mailer should solve a problem, enable success, and reflect your brand standards. When recipients see immediate value, they engage with your product—not just your packaging. Thank you @LinkedIn! More videos to come.
0.0% ERengagement of this clip — above the author's average (0.00%)
top 40%outperforms 60% of the author's clips
1%of the author's average views
