Direct mail needn’t mean just postcards or leaflets. There are some extremely clever ways of capturing your audience’s attention via direct mail, you just have to think out of the box (or envelope). We’ve put together some great examples below…
A pop up mechanism is something simple and low cost, yet effective. Pop ups can be utilised in a variety of different direct mail pieces, and combined with a good message and creative, can be very successful.
ADT Security Systems: Pop up box.
ADT security systems wanted to make an impact to anyone with a house – and an impact they made. By simply placing a folded box underneath consumer’s doors laced with rubber bands – the box would pop up on the other side of the door. This means that the house owner would walk in and find a box behind their door with no way of knowing how it got there; emphasising their message about homeowner safety in a very dramatic way.
Whilst we recognise that this piece of marketing is door drop media, pop-up mechanisms can also be utilised in a variety of ways for direct mail; and we thought that this example was just too good to miss!
Technology is evolving at such a fast pace, and now many businesses are utilising video, augmented reality, and other high-tech gadgets within their direct mail pieces. Whilst this can be a costly option, if you are planning a targeted campaign, it’s a great way of engaging your customers.
Monarch airlines: Augmented reality.
This campaign used augmented reality in a mailer which allowed customers to explore skiing routes through a 3D Monarch Mountain. Customers could get ski advice from Chemmy Alcott, the British Triple Olympian as well as directly book their flights. This campaign went down very well on social media, and allowed Monarch to reach a bigger audience as it combined offline and online marketing.
You can include a variety of small objects in an envelope, and people may be more likely to open it if they can feel there’s an object inside. Given some thought, the item within the envelope can support or even lead to the success of a direct mail campaign.
McCann Healthcare: Stress pencils.
McCann Health in Dubai sent out heat-sensitive pencils to health care professionals, to ‘stress’ the point that their ideas could be effective to the end consumer. The stress pencil encouraged the professionals to take a break if they were stressed, which encourages some time to think. This mailing increased McCann Health’s new business acquisition by 30%.
For some people, in today’s digital world there’s nothing better than an unexpected little box landing on your desk. If you wanted to branch your direct mail out into small parcels, there’s even more clever ways you could execute your message.
LavOnline: Tomato Spat.
This online laundry service had found a niche market that they believed would benefit from their services: young professionals who don’t have enough time to do their laundry. They sent out targeted direct mail packages, small boxes that when opened became a T-Shirt target. Within the box was a sticky tomato that the recipients could splat on the T-Shirt, and would leave no trace. This fun piece of direct mail engaged the audience, with 32% of it’s recipients signing up with the service after receiving the mail.
There are lots of clever ways you can execute direct mail, be it within an envelope or parcel form. Over the years we have been constantly impressed with our customer’s exciting and dynamic direct mail campaigns; and we continue to seek inspiration from both our clients and the wider mail industry.
At Citipost Mail we help our customers manage their bulk mail, including direct mail and catalogues. If you wanted to extend your direct mail campaign to send small parcels, our sister company 13ten could help you to manage the postage of these parcels.
Do you have any interesting, creative, engaging direct mail pieces to share with us? Comment below!