3 examples of how to make direct mail marketing interesting
Direct mail marketing – is yours interesting?
Let’s say you identify a new market, one that you think is going to be very receptive to your product. The cost of advertising to this market may be prohibitive. Direct mail marketing provides you with a way to conduct a test of this market relatively quickly, at a reasonable cost. In this blog, our design experts share their best 3 tips to make your next direct mail marketing campaign interesting, and most importantly, a success. We’ve also added examples of our favourite direct mail marketing campaigns to give you inspiration before your next project!
1) Open with a proposition
Consumers have short attention spans. Instead of building excitement toward your value proposition, just open with it. This will attract the recipient’s attention form the get-go.
2) Add something extra to the envelope
The first goal of a direct mail marketing campaign is to get your envelope opened. According to recent studies, mailers with a lumpy object inside of the envelope have a near 100 percent open rate. People are curious what’s inside, and the curiosity gets them to open it. Now your job is to make it personal, relevant and captivating to get your message across.
3) Tailor content to the consumer
It’s worth investing time in learning about your customer, and to then communicate with them accordingly. Leverage information on customer purchasing behaviour and shopping preferences to segment and personalise marketing content and drive sales.
Here are some of our favourite examples of effective direct mail marketing campaigns.
Hats off to Skoda Yeti for this innovative idea!
This postcard was meant to advertise a new parking assist feature on a car. The card contained a little car that you tear off of one side and place on the other. When you stick it onto the designated spot, magnets unexpectedly push the car into the tight parking spot!
ADT Security System: Box
The general idea of this direct mail marketing campaign is there’s a flat box that is engineered to pop up into a cube. It is slipped under the doors of the inhabitants in an apartment building.
The effect is that when someone walks in, they see this huge cube in their apartment that says “Breaking into your apartment is easier than you think.” Obviously, it’s advertising a security system. Nice work, ADT. We see what you did there.
WWF Earth Hour: Candle Box
This one is fairly simple but proved quite effective. To encourage corporate CEOs to celebrate Earth Hour and shut down all the lights for a single hour, candles were sent to their offices.
The visual message is clear in the image and the execution is pretty clever. Apparently, corporate support increased 260%.
When printing direct mail marketing, you’ll want to consider the paper it will be printed on. It’s equally as important as the design. Print and materials can add an extra dimension to your campaign. There are an endless array of paper types, colours and textures which give your direct mail a superior feel. Whether you’re looking for an eco-feel, a luxury sensory effect (we have a fantastic soft rubber touch laminate, for instance) or a modern clean and crisp look, there’s a whole world of ideas and materials out there to help you. Sign-up for your free print guide today.