5 Direct Mail Campaigns Done Right

We all suffer from information overload—phone, voicemail, email—and in such a data-driven world, it’s easy to feel overwhelmed. Making your message heard has its challenges, but with direct mail, there is great opportunity in presenting something physical and tangible to your prospects.

With printed matter comes incredible scope for creativity, meaning that you can deliver your message to your audience in a way that is bound to be noticed.

Direct mail is far more than an envelope and some inclusions. It’s about perfectly executed timing, a solid and targeted database, and strong and engaging creative. Here are five examples of great direct mail that should inspire your next campaign.

Kitty Mail

If your cat was sniffing around the mail slot, then there’s a possible explanation. Vancouver-based Rethink created a mailer that was soaked in catnip to advertise Bulk Cat Litter Warehouse’s product. The result? Cats going crazy over the mail and a high engagement with pet owners.

IKEA

IKEA is known for its flatpack furniture convenience, so what could be more demonstrative than a self-assembling version of one of their most famed tables—in miniature?

ADT Security

If you walked into your front door and saw a large cube sitting by the door, you’d reconsider your home’s security, and that’s just what ADT did with their cube that would open once put under the door or in the mail slot.

GGRP

With all that is digital these days, sometimes it’s worth stepping even further back in time for a little creative inspiration. This mailer opened to reveal a real record player that would work by the included record on a pencil!

Business In The Community (BITC)

And finally a homegrown example and DMA Awards 2014 Grand Prix winner that’s perhaps a little more serious, but no less creative. BITC’s challenge was to encourage employers to remove the the tick box from job applications requiring prospective candidates to reveal their criminal past. To combat prejudice and perpetual unemployment, they distributed mock CVs with impressive qualifications that soon turned to doubt from the perspective of the employer’s internal monologue.

These were distributed to HR departments of UK employers (along with a supporting digital and advertising campaign), with a resulting 17 companies removing the mandatory requirement from their forms, including presitigious law firm Freshfields÷Bruckhaus Deringer LLP.

The result? 627 former offenders have now found employment, which translates to a saving of approximately £29.5 million to the UK economy. Now that’s an impressive direct marketing result.

So be creative, or let us be creative for you…

www.firstmove.co.uk