One to Watch: Google
Google, famous for supposedly doing little-to-no advertising, has dipped its toe into direct mail for several years, according to our Who's Mailing What! Archive. However, recently Google has gone more full-throttle with its mail efforts, clearly having found value in reaching audiences with direct mail.
Using an unusual side-by-side window approach on its #10 outer, a $100 offer on a Google green faux-gift card shows through a window on the right (Archive code #837-689083-0909). That high dollar amount gets any prospect to consider ripping open the envelope from nearly any mailer, but from Google? Most definitely.
It probably doesn't hurt response that under the $100 in large type is the prospect's name and his company on the card. Also, in the top-left corner of the card, an expiration date of the offer is also listed.
Inside there's a one-page letter and brochure, in which the prospect quickly finds out the offer refers to Google's AdWords program. The letter uses the space between the prospect's address and the greeting to employ two effective teaser-like lines: "Find new customers online with Google AdWords" and "Redeem your free $100 coupon today."
The body of the letter strives to use straightforward, easy-to-understand language and concepts that any businessperson can grasp. Copy includes "see how quickly and easily you can attract new customers by advertising on Google" and "with Google AdWords ... you can easily create ads that appear next to relevant search results on Google.com and its network of partner websites." Several bullets then discuss what AdWords can do for the prospect, including the $100 "in free advertising" but making it clear that there's "No risk. No obligation."
Rather than letting customers walk away from Google once the offer expires, however, it mentions that after the expiration date, the value of the coupon simply drops to $75. In other words, still an impressive offer.