With Direct Mail — as with everything — it’s about cut through

When was the last time you received a personalised piece of mail delivered to your letterbox or home that wasn’t a bill? It’s rare these days isn’t it? Even rarer to receive something that has impact.

The rumours have started that Australia Post is in demise. We know why. But what a pity for us all! Not only is receiving something personalised a physical delight, but it is a very powerful communication tool for asserting brand positioning, delivering key messages and creating impact and word of mouth.

Many organisations and brands can’t be bothered with direct mail. It’s too hard – too expensive, too difficult to come up with something original, too blah blah blah. Truth be known we think they’re too lazy!

Direct mail can be a highly targeted form of communication to your target audience – especially if that audience is a known prospect or existing customer. Spending $5, $10 or $20 per target may sound expensive but imagine if that customer spends $1000, $10 000 or $100 000 with you? That’s an incredible return on investment and well worth the time, effort and money.

The beauty of direct mail is that you have a completely captured audience and if you craft a communication piece that piques their interest and entices them to read through, you have a far greater chance of having succeeded in your marketing endeavours.

Direct mail doesn’t have to just be a prospecting letter/brochure, there are many applications including:
1. A thank you letter/card
2. Promotion/invitation for an event
3. A letterbox drop that is in the letterbox (not on the lawn!)
4. A letter enclosed with a parcel delivery or gift
5. A postcardRedbourne CIH Strategic DM front
6. A custom communication creation is unique
7. Something to keep (e.g. a magnet for the fridge) that is handy

For a software client we produced a direct mail piece for the management of their clients to tell them they could now manage all aspects of their services from anywhere, anytime, including from their mobile phone. et, we told them via a physical direct mail piece sent out in a blue envelope. On opening the paper fitted in the palm of their hand. It was Qtr.A4. However it folded out to A2. Click on the image and see! The campaign was highly successful in launching the product and paving the way for telemarketing to book appointments with target companies to introduce the software.

Some of the better examples of direct mail we have seen in recent years:

  • Online shopping sites do it very well e.g. Lorna Jane and Sussan whereby the parcel comes beautifully gift wrapped with a brand story card inside and a personalised letter
  • A bright blue envelope that stood out – complementing the brand letterhead/product inside
  • A yellow flyer with black writing and a pink Chux stapled to it promoting a local cleaner
  • A beautiful hand written card thanking me
  • A wonderful box with gold writing (messges) on the outside and filled with edible goodies inside
  • A hand-delivered candle thanking us for the opportunity to quote for our business. Bridget, we will always remember you!

Think about what you can do to impress your target audience with direct mail as part of your next campaign.