Ever Wonder What Goes Into Those Viral Beauty PR Mailers?

Initial Key Brainstorming Concepts

Before a mailer comes together, many points are at play. Does someone send a full mailer with all the fancy frills? Or one product in an aesthetically pleasing package? Do content creators always receive deliveries with bells and whistles, or do they ever receive “regular” packages the way other giftees or general consumers do? How are mailer themes determined?

“Usually, it starts with a fun brainstorming session with the team to see if we can come up with something clever and original that ties back to the brand launch,” explains AARROW PR co-founder Aimee Moss. “As they say, ideas are free but execution is expensive, so implementation really comes down to budget and whether it makes sense for the brand to spend a lot of money on a fancy mailer. Sometimes we actually encourage brands to do something simple and meaningful because the focus should be on the product, not just the bells and whistles. Sometimes a beautiful box with branding and imagery along with a good postcard or handwritten note can be great for showcasing a new launch.”

But not every big launch calls for a mailer, and sometimes the budget is more effectively spent elsewhere. 

“If we want content and a true experience, it might be better to put more toward an experience or an event and less toward a boxed product,” Moss says. “A mailer might be opened along with other packages, and it might stand out more or have a special moment all to itself.”

For Agency Guacamole founder Bilal Kaiser, the first question is: Why?

“What is the point of this mailer moment?” he asks with his team when kicking off a mailer concept. “Are we supporting a major product launch, giving some love to a longtime bestseller, or introducing the brand to a new audience? Who are we trying to reach, and what do we want them to take away from it?”

For a mailer to be impactful, it doesn’t necessarily need to be the biggest or flashiest box. 

“I personally love the opportunity to create a storytelling moment with each box we create,” Kaiser says. “How do we tell what the brand or product is about through a physical, tangible thing like a box? Ultimately, we want to create something that feels relevant to the brand and product storytelling, while creating a memorable moment for the recipient. It’s no secret that influencers and creators are getting so many packages on a regular basis, so it’s imperative to show a clear understanding of your audience and ensure that your concept will resonate.”

For example, he shares, “A major launch might warrant a more immersive, custom mailer, while ongoing [gifting] or a single-product story might be better served by a simple branded box or even just the standard shipping box.”

The Average Cost of One Mailer

This is a question that’s pretty much impossible to answer directly. That’s because cost per mailer relies on many variables—including “concept, how custom or premium the packaging is, and quantity of sends,” according to Kaiser. 

One thing Moss will say, however, is “One mailer should not exceed $100 each, and that includes shipping.”

Moss typically picks from 30–50 recipients and tries to stick with “top-notch superfans, editors, or tastemakers,” she explains. “These represent groups of micro and nano influencers, and when they post they reach their peers. It’s an echo chamber and microcosm of community, and we feel it serves us best when they post and their friends see what they receive.”

Kaiser says mailer lists range from a very targeted handful of recipients to much larger campaigns in the hundreds or even thousands. 

“It’s so important to account for costs beyond the box itself, like kitting, fulfillment, storage, and shipping,” he explains. “With how big and bold brands go these days, those costs can add up quickly, so understanding exactly what you need from the mailer is super important when planning and budgeting.”

Beauty PR Mailer Non-Negotiables

Aside from the obvious product and packaging, there are other fundamental requirements of a mailer that make them worth sending. A brand must take into consideration social media appeal, resonating with recipients, and properly representing its own ethos.

“Mailers should only be sent if someone fills out an opt-in form or we otherwise get permission before we ship,” Moss says. “We don’t like to send blind mailers to anyone who hasn’t confirmed or requested the product. It can be a real waste to send to someone who hasn't expressed interest in the brand or wants to be gifted.”

Kaiser is big on authenticity first and foremost, with aesthetic appeal second. 

“We want eyes on the box, so once we know what the story is, we have to think: How will this show up on social?” he says. “Is there an easy-to-identify reveal or some other type of moment a creator would genuinely want to capture and share? The product and brand always need to be the hero. It’s just about thinking of unique ways to make them shine without overshadowing them.”

Measuring ROI

The biggest question remains: Are mailers worth the time and money? Can brands actually measure ROI (return on investment)? When content creators and media receive so many deliveries a day, how can a brand ensure theirs will stand out—or heck—be opened in a timely manner, if at all?

“We try to ensure we recover a healthy span of publications,” says Moss, who mostly works with beauty editors. “Staffers and senior editors are priorities, but so are freelancers who work across many publications. This is really helpful because they can take a story and disseminate it to a variety of outlets. We don’t tie this effort to ROI. Brand awareness is there but hard to track. We always hope and appreciate when recipients post, but we don’t expect it to be something transactional. It needs to feel organic, and hopefully recipients like the brand enough to highlight it.”

For brands that are tracking ROI, Kaiser says “Parameters can really vary from brand to brand, or even from mailer to mailer. Some brands prioritize follower count and creator engagement rate, while others might be more open to sending to smaller creators who are genuine brand fans or fit their target demographic—aka brand vibe. It really just depends on the goals and scope of that particular campaign.”

Ultimately, sending it to someone with a bigger following doesn’t necessarily translate to a post or follower engagement. 

“We’ve found that prioritizing brand fit over follower count tends to lend itself to better results,” the pro shares. “We look at things like the creator’s audience, content style, engagement, existing brand affinity and whether the product genuinely makes sense for them. From there, we can measure a range of things, such as the number of recipients who post content and the views generated from those posts.”

No matter the case, Kaiser—who typically sees a 25–30% posting rate across mailer campaigns—values intentionality over throwing spaghetti at a wall and seeing what sticks. 

“With organic gifting, posting is never guaranteed,” he says. “This is why a thoughtful, highly curated list can often be more valuable than simply sending as much product as possible.” 

PR Mailers That Made a Difference

A really fun, unique, or envelope-pushing concept doesn’t necessarily land—even if the recipient appreciates the innovation. This is a lesson Moss has learned, continuing to guide her ideation. For example, there was a trace amount of a controversial ingredient in a mailer she once sent, making it difficult for staff editors to post because of its divisive nature.

On the flip side, however, Moss had success from working with a brand that uses plums in its formulas. 

“We delivered fresh fruit from their family farm and some additional ingredients with a simple recipe card,” she recalls. “It was elegant and fun, and it encouraged an activity or experience that left them with a delicious treat, while tying back to the heritage of the brand.”

Because Kaiser is celebrating a decade of his agency this year, he opted to go extra big for a campaign, tying a mailer in with an activation.

 “Our long-term client Redken launched its Blonde IQ collection,” he says, “and our mailer extended a larger marketing stunt we were also bringing to life with the brand in New York City. From the beginning, we skipped a ‘box’ altogether and instead went a completely different route. As part of the overall campaign launch, our events team helped transform a vintage taxi into a Blonde IQ cab that hit the streets of Manhattan, creating surprise social moments around the launch IRL.”

From there, for REDKEN's hair pro community beyond New York City, the team developed a fully custom mailer designed to look like the actual cab seen in NYC, bringing the experience directly to pros nationwide. 

“It was such a cool way to launch a campaign while scaling it far beyond the city,” he raves. “We saw so many hair pros posting the mailer and sharing how special and unexpected it was to receive.