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Timely Direct Mail Often Wins the Prospect

June 30, 2014 By Melissa Ward
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Sometimes marketers forget they don't need all the bells and whistles to make their mail pieces win with prospects. It's often the simple, yet classic mailing that's most effective.

For instance, consider the 4-color self-mailer from New Jersey-based utility company PSE&G, promoting its WorryFree Appliance Protection Plans.  What's so special about this self-mailer? PSE&G has combined compelling copy with a straightforward design to get prospects to open this mail. Nothing fancy, showing off a whiz-bang creative team. Instead, the focus is on the benefits of the utility's protection plan.

First, we have the text on the front, reading: "In March, you don't know if winter is coming or going." And yes, the 2014 winter was rough, especially in the Mid-Atlantic, so PSE&G's message is on point, and the art complements the message.

When you open the self-mailer, PSE&G employs the classic copy driver of Fear, with the piece's opening lines being "You never know what to expect in March. You could get a wave of early summer heart or a final blast of snowy excitement—all in the same week."

This copy helps set up the utility company's WorryFree Appliance Protection Plans, and then follows through into a list of benefits, and concludes with three different kinds of calls to action: the enrollment form, a URL for the WorryFree landing page, and a phone number to call.

Could PSE&G have made it any easier to understand about its WorryFree Progam and then take action? I don't think so. From copy to design to multiple calls to action, this New Jersey utility gets it right with this piece in the mailbox.

Interested in finding out more about what other marketers are mailing? Learn more by visiting whosmailingwhat.com!

Melissa Ward is the senior content editor at Direct Marketing IQ and managing editor of Target Marketing. Reach her at mward@napco.com.


 
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