Image source: Unsplash
What is Direct Mail?
Direct mail refers to marketing material that is delivered physically to a prospect’s mailbox via the postal service. Common examples include postcards, flyers, letters, catalogues and brochures.
Despite the marketing world orienting itself more towards the digital realm, a recent study has shown that direct-mail campaigns generate five times more purchases than email-marketing campaigns. Direct mail has a longer shelf life too – while email has a lifespan of a few seconds, direct mail’s average lifespan is 17 days.
This could be due to the fact that millennials get hundreds of emails a day, as opposed to the few pieces of direct mail they might receive per month. In the same way that previously online-only stores have begun creating physical brick-and-mortar stores, sending physical mail has become a way to stand out from the crowd in an always-on digital world.
It has also been found that younger consumers are less likely to associate direct mail with junk mail and are more likely to attach that label to email marketing. But that doesn’t mean that you have to forego one for the other, combining direct mail and email marketing to create a cross-marketing campaign has shown to result in six times more purchases than just utilising email marketing alone.
Direct mail is also more shareable. Unlike email, which goes to one person, direct mail goes to a whole household. 82% of key purchasing decisions are discussed at home and direct-mail offers allow household members to talk over the offer.
But, that doesn’t mean you have to forego one for the other. Combining these two forms of marketing could increase your customer reach even more than just opting for one.
If you’re looking for inspiration for your next direct-mail marketing campaign, read on for 7 creative direct-mail examples we absolutely love.
7 Direct-mail Examples We Absolutely Love
1. ADT “Breaking into your apartment is easier than you think”
Image source: adsoftheworld
This security company got very creative in its direct-marketing campaign.
The company slid a piece of folded cardboard, lined with rubber bands, under the front doors of houses. When the rubber bands were released, the cardboard would expand, forming a box. One side of the box had a printed message: “BREAKING INTO YOUR APARTMENT IS EASIER THAN YOU THINK”.
The campaign aimed to illustrate to residents that it’s easier for someone to enter their apartment than they thought, thereby increasing the necessity for a security company like ADT.
The campaign was brilliantly executed with very little cost involved and was able to target a security pain point to evoke an emotional response.
2. KitKat “Sorry, we couldn’t deliver”
Image source: wdmonline
When Nestlé first launched their KitKat Chunky bar, they came up with an ingenious way to promote it. They placed a Royal Mail style ‘Sorry we couldn’t deliver’ card through people’s mailboxes, stating that the imaginary package was ‘too chunky’ for their letterbox. The card encouraged the receiver to collect their free chocolate bar from the post office.
The flyer is eye-catching, makes a statement about the size of the product and offers people a free chocolate bar – what’s not to love about this direct-mail campaign?
If you want to see how Variable-data Printing can help you execute a campaign just like Kit-Kat’s, click here.
3. Mercedes-Benz “Coupe or cabriolet?”
Image source: kaocollins.com
Mercedes-Benz came up with a clever way to advertise their CLK model by illustrating the two versions that the CLK comes in – a coupe and a cabriolet – by utilisign a printed envelope.. When the envelope gets opened, the roof disappears revealing the Cabriolet version.
The use of an envelope to visualise the difference between the cars was not only a cost-effective form of direct-mail marketing but a great way for customers to interact with the brand as well.
4. Sharkproject “Fin”
Image source: kaocollins.com
This campaign sought to raise awareness of shark extinction from the finning industry and it did so by designing highly symbolic packaging in the form of stationery. When the receiver opened the custom Sharkproject envelope with a letter opener, he or she would have to slice off the fin-shaped envelope flap, thereby driving home the campaign message.
5. BMW “Joy is cutting through winter”
Image source: CreativeCriminals.com
BMW launched their new cold-weather tyres in a very visual way with this direct-mail campaign. When the receiver opens the mailer, they cut through the snow, just like BMW’s winter wheels, before revealing more images and information about the company’s high-traction tyres.
6. Smart Car “Tiny Christmas card”
Image source: thebigad.com
Smart Car Canada illustrated the tiny nature of their product by sending out miniature Christmas cards accompanied by miniature Christmas-themed gifts like a box of tiny candy canes, a music record and decorations. The card read “Even our holiday card fits into tight spaces. Happy Holidays from Smart Canada”.
This campaign was not only extremely creative with its concept and design but it made an impact by visually representing one of the world’s tiniest car brands with the help of Christmas-themed visual cues. Brilliant!
7. Greenpeace “Unplug for them”
Image source: greetabl
Greenpeace sent out polar-bear wall-socket decals as part of their direct-mail campaign to encourage recipients to unplug household appliances to conserve electricity. These wall-socket decals provided a subtle yet powerful reminder of the threat that global warming poses to the planet and that by saving electricity, you are also saving the Arctic.
Key Takeaways
The above examples illustrate that direct-mail campaigns can still make a big impact if done right. Choosing to reach customers via traditional post or choosing to combine direct mail with other forms of marketing, could increase your reach and separate you from your competitors.
