Direct Mail Strategy: Show Them How Much You Care
I have a confession: I am a saver. I save price tags. I save trade publication articles. I save greeting cards. And I save direct mail pieces.
These last two combine quite well, as I have plenty of samples of greeting cards used as direct mail.
Consider using greeting cards as a viable format in your direct mail marketing. A growing number of companies are using greeting cards to build loyalty and increase sales. With the holiday greeting card season just around the corner, now might be a good time to test the idea.
But don’t jump on the bandwagon and start mailing greeting cards to all your customers just because it’s Halloween, Christmas or their birthdays. As with all your direct mail efforts, start by developing a strategy, then test the format and measure the back-end results.
One of my favorite samples is a 4-1⁄2˝ x 6-1⁄4˝ card from Southwest Airlines. The mailing panel of the outer envelope is unremarkable. The return address and address block are in a semi-believable script type. The postage is a preprinted, presort indicia.
The intrigue of this mailing begins on the back flap, where just below the Southwest logo is the teaser, “MY HOW TIME FLIES.”
I’m not big on clever copy for the sake of being clever, but I admit this adroit juxtaposition of copy, the Southwest Airlines logo and the choice of format piqued my curiosity.
Inside is a simple card with the front-panel sentiment, “We can remember when you first walked down the aisle just like it was yesterday.”
Inside the card is an illustration of two flight attendants, a pilot and a couple of ground crew members standing at the end of a plane’s aisle with this message: “HAPPY ANNIVERSARY! From Your Friends at Rapid Rewards. It’s hard to believe it’s been a year already.” My how time flies!