Database-Driven Creative Solutions (1,598 words)
Rather than trying to repeat the success of the direct mail package, we decided to do a self-mailer and keep the message short and direct, but still grab the audience's attention. We determined that the customer who upgrades is an early adopter, who would want to have the latest and best. This concept served as the basis for the self-mailer's message.
Our messaging on the outer also was timely—we based it on the impending millennium and the ruckus in the media surrounding that, with the headline "Forget the Millennium. Forget Armageddon. Forget the Giant Asteroid. On September 1st, even the newest CD recording software will be history." We then followed up with an offer prominently displayed on the outer panels. Again, we looked to the psychographics for our offer, and developed a $10 MusicCash certificate—knowing that our customers were music enthusiasts.
Inside, the slightly oversized and colorful four-panel mailer broke the upgrade features into digestible chunks: brief paragraphs, big subheads, a bullet-pointed sidebar, and a features chart—so that in a glance, prospects would see what was in it for them.
The response far exceeded our expectations—20 percent—particularly since prior research told us that more customers would have followed the lead to the store to make a purchase, even without the offer.
The key to the success of this self-mailer, we believe, is that we didn't try to re-sell the audience on the software they love already. Instead we grabbed them with a bit of market- and time-appropriate humor, plus a fun offer that was in proportion to the $79 price of the product, and told them just enough to get them moving.
The Wayfarer's Walking Experiences
When a company has a product that is visual and experiential, such as travel, it's hard to limit what is mailed to prospects in terms of pictures and messaging. But again, prospects who may purchase a walking tour are busy folks by and large, with money to spend when they take time off.