The world’s No. 1 job website lays out an easy path for prospects to follow with this B2B direct mail campaign.
Mailer Name: Indeed
Date Mailed: May 2017
This B2B direct mail piece makes it as simple as possible for Indeed’s business prospects to understand how to use the website to get the attention of job-seekers. The teaser on the front of the 6”x9” outer envelope asks: “Hiring? See special offer inside …”
The 1-page letter puts its value proposition in the Johnson Box. “Attract more quality candidates. Waste less money.” But there’s more.
Before getting past the greeting, the letter makes a limited-time offer: $50 in Sponsored Jobs after posting one job.
The first paragraph spells out a difference between Indeed and its competitors. Because companies don’t want to throw away money on their recruiting, the letter says, Indeed only charges for clicks on job ads.
Later on, it compares its cost structure with Google AdWords. It uses a list of bullet-pointed features to describe how its flexible options, like setting budget amounts. The call to action – to sign up on the Indeed website for the $50 credit – appears twice in the body of the letter as well as in the upper right corner of the page.
Now that the prospect knows the “why,” a tri-fold brochure included in the mailing explains the “how.”
When fully opened, the three interior panels lay out three steps for the business to follow after taking the offer. Each one is explained by a single paragraph, and illustrated with a screenshot. This helps the customer visualize the ease of the onboarding process. And finally, there’s also a reminder of the $50 credit offer on another panel.
However you do it, give your customers an easy way to understand how quickly they can get started.