Hello and welcome to Mailbox Monday. My name is Brianna, I’m the marketing strategist here at One Step Services. Today I’m going to go through a direct mail postcard that I received in my own mailbox and just point out the really good things about it and give you some takeaways that you can apply to your next mailing.
I got this postcard from Amazon, Amazon Prints, I am a client of theirs already. I keep all of my photos on Amazon’s photo cloud. So I was a perfect target audience for this offer. Right away I’m going to tell you the two key things about this are the timing (when it landed in my mailbox) and the offer. Everything else about this piece is nothing special. It’s printed on pretty cheap paper, the design is nothing to speak of, but it was an effective mailing piece because of when it landed in my mailbox, which was in November, and just like it says just in time for gift giving season. That was exactly the time I was thinking about presents and what I wanted to get people. The timing of this piece was very effective as was the offer. 40% off is a fantastic offer. It is very compelling. Typically, sometimes 10%, sometimes even 15% off, is not going to compel somebody to take action but a 40% off offer is incredibly compelling.
So those are the two things about this. You know, sometimes it doesn’t take a whole lot, sometimes it’s just something very simple. The right offer at the right time sent to the right audience for a piece to be effective. The last little thing I’ll point out is its always nice when you can address your mail piece to an actual person and instead of “current resident” or something generic like that.
So there you go. Just some of the benefits of this direct mail postcard that hopefully you can takeaway and apply to your next postcard.
I received a fantastic lead generation piece from a real estate agent last week and had to share. The video is short and I highly recommend watching for the full scoop, but here are the highlights:
- Bright colors attract attention
- Handwritten notes make the piece more important
- Adding something like a magnet will improve brand visibility even after the note gets thrown away
Today’s Mailbox Monday is a little different. I don’t have an actual piece to show you, but want to discuss an interesting comment my dad made last week while sorting through the mail. He said in frustration “why does the same company keep sending me the same stuff?”
At first I wanted to rush to the defense of direct mail and spout of 10 reasons why direct mail is effective. But then I realized that my dad wasn’t complaining about the mail, he was complaining about the type of mail. He didn’t mind that the company kept sending him things, he was annoyed that they sent him the same things. That is a problem, even for us staunch supporters of direct mail.
We often talk about the importance of repeat exposure in building brand recognition. It’s true, you need to expose people to your logo, your slogan, your face, your company over and over and over again. HOWEVER, you should not be exposing them to the exact same content. That gets real boring real fast. Very quickly they will stop paying attention to your pieces and all that repeat exposure becomes a big waste of time and money.
As you develop content for your direct mail, email, print, online and social media campaigns, always be thinking about ways to spice things up. Your audience should always be compelled to engage with your brand, whether its by keeping a sports schedule with your brand on their fridge, commenting on your blog post, or forwarding an email you’ve sent to a friend.
Check back next week and I’ll give you some specific ideas for messaging that will keep your audience interested and engaged.
Seeing as I work in the direct mail marketing biz, I pay attention to my junk mail more than the average person. Every so often I come across a piece that strikes my fancy, either because it’s particularly good or particularly bad. When I come across these pieces, I share them in a fun little segment I call “Mailbox Monday.”
I’ve been holding onto this piece for a while. I figured it was best to wait until after the elections to post it, so that we could focus on the way the message was presented instead of the message itself.
There are a couple things about this piece that instantly jump out at me. First of all is the way they phrased the headline. They could have just said “Prop 37 Promoters only have money on their minds.” To which my response would have been “Duh!” and I would have moved on without giving the piece a second glance. But they don’t come right out and tell you. They add just a little bit of intrigue and make you think about the answer. Not so much that you get confused, just enough to get you interested. And I love that they use a picture to show us what promoters have on their minds, instead of just telling us.
My favorite part about the centerfold is the the layout of the text. With political campaigns, its very easy to fall into the trap of using too much text and confusing or boring your audience. To avoid that, these marketers made the text visually interesting by using different colors and sizes of font, highlighting important facts in yellow and displaying text in sections instead of one big block. They were especially smart in putting a quote all by itself towards the bottom of the right page. The eye is immediately drawn to that quote, and even if that’s all a person reads, it gets the main point across.
The back of this pamphlet continues the same clean and simple design. My favorite item on this side is the graphic. It grabs attention by putting two things together that clearly shouldn’t be. This is actually the first thing I saw when looking at this piece and I thought “Money on bread? What is that all about?”
That’s whats in my mailbox this week. What’s in yours? Snap a pic and post in the comments below or on our Facebook page.