4 Direct Mail Ideas to Try in 2015
So, maybe your direct mail isn't working as well as you'd like. You might be tempted to take it in an entirely new direction, or even stop it altogether. However, both courses could prove costly to your bottom line, when all you need to do is try one thing that is different.
As the Research and Content Director of Who's Mailing What!, I read A LOT of direct mail. Seriously, it's hundreds of pieces each month. I could easily be jaded. But over the past year, I've seen several new twists or approaches that make me sit up and take notice. In the right hands, they can have the same effect on prospects and donors, leading to sales. Here are four ideas you might want to try if you think your direct mail needs a shot in the arm.
1. Make the Journey Personal
Maps are a pretty common element in direct mail. Whether it's an insurance agent looking for leads, or a retail store announcing a grand opening, they're used to show the consumer a location or an end point. But a postcard mailed by Patient First, a chain of urgent care centers, goes one step further. It uses variable data to create a detailed map with a "You are here" start point: the prospect's home. (See the first image in the mediaplayer)
It's a bigger map than you'll see in almost any direct mail package, measuring 2-3/4" x 4-3/4" on a 5-3/4" x 11" surface. Combined with its position above the postal indicia, it really dominates the postcard. When you think of all the kinds of businesses that would love traffic driven to their doors — retail, insurance, financial institutions, automotive, museums and zoos, travel offices, restaurants — the power of the individualized map becomes even more apparent.