In direct mail, you always need some level of personalization just to get your mailer to the target audience. Of course, personalization is only as good as the data you have. Today, personalization has reached new heights with PURLs and VDP graphic personalization – and the real news is that much of this can be done at little or no additional cost. I remember when laser printing was big news and we could finally send real one-to-one personalized letters to people. Over the years, I’ve watched technology change the way we personalize our mailings. Explore our best direct mail collection to find ideas of what you can incorporate into your next mailpiece or what elements you should be testing to further optimize campaigns.I’m Bob McCarthy. When it comes to creating a great direct mail campaign, you don’t have to start from scratch. The Modern Marketer’s Guide to Personalizationĥ Personalized Direct Mail Examples to Inspire Your Marketingīest Practices for Direct Mail Copywriting Instant inspiration for your next direct mail campaign Our State of Direct Mail Consumer Insights report found that those 18-34 are significantly more likely to read letters and envelopes than those 35+. They can be personalized both to your brand and the recipient and they’re actually the preferred form factor among many consumers. To sum up, letters can be an excellent form factor for direct mail marketing for a variety of campaigns.
Simple design: Like the Travelers example, this one also has a very straightforward design and is easy to scan to understand what action needs to be taken.Ĭontinue learning about ’s direct mail journey by reading the case study.
DIRECT MAIL LETTER EXAMPLES VERIFICATION
Personalization: Each letter has to have a unique verification code that’s personalized to the property owner.Let’s examine what’s working in this letter: By sending out these letters, saw a reduction of 97% in fake properties going live. In fact, is using Address Verification and automated direct mail to reduce fraudulent listings by having property owners input verification codes that are sent through the mail. This example is unique as it’s imperative to ’s business operations but not necessarily a marketing use case. CTA: The Call-to-Action is straightforward and provides two easy ways to take action, either calling a toll-free number or visiting a specific landing page.Social proof: The use of a customer quote reaffirms the main message Travelers is getting across, that the prospect can save more than $600 by switching insurance companies.Personalization: The letter includes the specific date the prospect looked at insurance quotes through Travelers, as well as their first name to tailor the letter to them.It’s actionable and in the present tense. Action-oriented copy: Travelers is directly telling the prospect to choose them in their bulleted copy.The use of red text also helps draw the prospect’s attention right to the Call-to-Action (CTA). Simple design: This letter is easy to scan and has plenty of white space to bring balance to the letter.This acquisition campaign has many great elements working in its favor:
This letter appears to have been triggered when a prospect looked at auto insurance rates with Travelers or used a calculator tool on the website. Let’s examine three brands that are effectively using letters in their marketing campaigns or using direct mail to streamline business operations. When we think of letters in direct mail, we often think of transactional letters or perhaps pre-approval letters for loans or lines of credit - but there are so many other creative ways to use letters in your marketing campaigns. Creating a high-performing letter campaign This month, we’re taking a closer look at form factor and analyzing top-performing letters. We thought it’d be fun to break down what’s working among some of the mailpieces in our best-of collection. How do we know if our next direct mail campaign is the best it can be? The mailpieces in our collection have what it takes to catch consumers’ attention and drive action.īut there are a lot of different factors that go into creating a really great piece of mail: the form factor, the CTA, the copy, personalization and targeting, and so on. That’s why we started showing off our favorite pieces of mail over on our best direct mail campaigns page. From finding the best ways to automate it to optimizing it, we care about everything that goes into creating a great piece of mail. It’s pretty obvious that we love direct mail around here.
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