Designed for CMO's, Content Marketers, Marketing Managers and other strategic decision makers, the Target Marketing Resource Library is the premier source for free marketing best practices and case studies.
Before adding intelligence to its direct mail efforts, AvMed Health Plans was just as likely to solicit a senior couple away on a river cruise as one firmly parked on the couch, so ensconced in game shows that they didn't notice when the mail arrived.
United Healthcare mails a newsletter to provide helpful content to customers, as well as some information about their plan. Please complete the form below for a full, free PDF of this direct mail piece.
M&T Bank says just enough to get prospects walking in for a visit or calling to get lots of specifics about business banking. To see how they do it, please complete the form below for a full, free PDF of the mailing.
In the search for a thorough breakdown of the latest generation of B&Ws, as well as an understanding of their overall purpose in the first place, we decided to turn to the most logical group within the direct mail industry: copywriters and designers. To capture the honest expression and precise type — including ALL CAPS and the occasional exclamation marks! — of these creative professionals, we conducted a series of email interviews. Here’s what they had to say.
Amid tighter budgets and higher postal rates, more direct mailers are pondering whether or not to test the self-mailer format. “I think direct mail budgets (and client requests) have been trending toward smaller, more cost-efficient formats for some time, well over a year,” states Steve Penn, CEO and executive creative director of Penn Garritano Direct Response Marketing in Minneapolis. Yet not all marketers have witnessed a significant move to self-mailers, especially among sectors traditionally unfriendly to the format.
Reply form. Order card. Action device. Whatever you call it, there’s no denying that little — or sometimes big — slip of paper carries a lot of weight. As Carol Worthington-Levy, who provides creative strategy, brand development, copywriting and design services, asserts, “People will head right for the reply form first, and then they head for the letter … There is a mindset and a cultural training that has us looking for the one piece in a mailing where it says what [we] need to do to learn more or get this product or service.”
Lindblad Expeditions mails a promo for a DVD for its trips to the Galapagos Islands. This direct mail piece teases some of its photography to give the customer a taste of the travel experience. To see how it’s done, please complete the form below for a full, free PDF of the mailing.
But consider Apple’s simple-looking iPad, which works incredibly well and does not at first reveal all the care that went into its making. Let’s look at the thinking behind this reply card — from a package we recently did that handily won National Review its new control.
Recently designer Patrick Fultz and I talked about what’s working in direct mail creative, and postcards were part of this discussion. Just this past week, I received 35 postcards in my own mail. But I wonder how many of these actually worked in achieving their marketing goals. Here’s why: