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Best Practices with Influencer Mailers

March 1, 2023

Influencers work hard to gain their audience's trust, making their recommendations more persuasive than other forms of advertising, which is why unboxings and creative influencer mailers have grown in popularity over the years. While a recommendation from a friend or family member is valuable, it's only a one-to-one interaction, but with influencers, this interaction could happen with hundreds, thousands, or even millions of people.

In this blog, we’ll share some stats on the influencer landscape - and our top five tips when creating the best, most-memorable influencer mailer! 

For starters, let’s look at the current landscape of influencer marketing:
  • In 2022, the influencer market in the U.S. was valued at a record 16.4 billion. (source, statista) 
  • 1 in 4 marketers currently leverage influencer marketing. (source: Influencermarketing.com)
  • 89% of marketers who currently engage with influencer marketing will increase or maintain their investment in 2023. (source: hubspot)
1. Sustainability is in

Keep this top of mind when designing your mailer. At Harper + Scott, we’re B corp certified and sustainability is top of mind when designing and developing any product. We use the best materials and the least amount of waste. This is imperative for brands today. There’s nothing more off-putting than an influencer opening a box with so much wasteful paper and plastic - people will notice! Our advice - work with a team that will source sustainable products and minimize waste!   

2. Have a thoughtful Design

When creating a mailer it's imperative that the design makes sense and that it's a good user experience. You want it to be easy for the influencer to open ( nothing worse than it taking forever to get to the product when in a video). Additionally, make sure it has the correct inserts for your products, that way they aren’t flying all over the place when opened. The user experience is everything when creating unboxing videos! 

3. Have a creative Design

Influencers get so many mailers, it’s important that yours sticks out - and also leaves a lasting impression on the consumer watching. It’s important to stay on brand but also stick out. Make it interactive ( think breakable chocolates), or an overall experience. Use bright colors ( if that's aligned with your brand) - and consider adding textures ( again, if on-brand!)

These tips are just scratching the surface on what can make a mailer great. Reach out to us at hello@harperandscott.com to learn more about our approach to influencer mailers and to see some of our work!

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