Special Report: Driving Innovation
When it comes to the types of cards available, the sky is the limit. “There are … plastic cards that we ink-jet a specific barcode on to track purchases,” he explains. “Others have a generic code that matches up to a particular mailing. Some are just paper cards or cards that we put a polylaminate on.”
Previewing the Main Attraction
Making mailings transparent—literally—is another way to stand out from mailbox clutter. “We continue to see clear envelopes—an almost no envelope approach,” says Grant Johnson, chief executive officer of Wisconsin-based Johnson Direct. The technique allows recipients to immediately see through to the contents inside. Assuming the recipient finds the contents relevant, “it’s compelling and it makes you want to open it,” Johnson adds.
Goodman Marketing Partners’ client Autodesk, a provider of design software solutions, has taken a similar approach on several campaigns. The company used 83⁄4 ˝ x 111⁄2˝ envelopes with 7˝ x 91⁄2˝ poly windows on the back. Through the window, recipients could glimpse intriguing contents, such as models to build paper airplanes or paper buildings. (See complete case study on page 52.) Goodman says the envelope was critical to the campaign’s performance. “[It] really helped contribute to getting it opened and shared.”
Waste Not, Want Not
Consumers are beginning to embrace environmentalism. And the concept is popular with marketers—in theory. But many are put-off by seemingly high price tags associated with eco-friendly changes.
This doesn’t need to be the case, says Meta Brophy, director of publishing operations for Consumers Union. In recent years, Brophy has spearheaded a more environmentally friendly marketing approach at the nonprofit publishing house. In the process, she learned it’s not all about paper.
“Data makes print efficient or inefficient,” Brophy explains. This means improving data hygiene and reducing undeliverables are great ways to reduce your environmental footprint and expenses. Identifying efficiencies in trucking and delivery schemes is another.