Leaving most of the effort in all its white-space glory was a tactic used to show solidarity with prospects and an understanding of just how hard it is sometimes to get the ideas flowing. Along the same lines, its stark look makes a statement on the medium as a whole. “A piece of direct mail has a very short amount of time to communicate with its audience, hence the simplicity of our approach,” Zimmerman maintains.
Sent just this past May to new customers as well as to a select group of lapsed clients, this lead-generation piece is but a small section of a larger initiative. Once prospects visit the special URL promoted on the mailer, they find a landing page that exactly echoes its creative, while taking both the idea and promotion a step further. Following a flash series of the direct mail copy and images, a brainstorming “tree” connects five select offerings from the company with the copy: “Inspiration will begin in June.” Each graphic not only links to a product detail page—should prospects be inclined to purchase—but also to a comment card on the site’s effectiveness. Essentially, should ideal response be achieved, Corbis will be able to gauge the effectiveness of its direct mail campaign, plus gain insights into just how well its Web site seals the deal.
Although Zimmerman says that there are, as of yet, no numbers to report, she does mention that measurement will consist of Web page visits, the number of new accounts created and revenue generated as a result of this effort.