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Top 3 direct mail examples and how they broke through

Posted by Michelle Keefe on April 4, 2014

We’ve written before about successful direct mail examples because they deliver outstanding results for our clients. Some assert that paper is on its way out, but direct mail continues to break through this notion. What follows are direct mail examples of our most impactful campaigns and how we pulled them off.

 

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FirstEnergy Solutions’ Cruise Control campaign: Aim for cohesive messaging and design.

Utility and energy companies face challenges that are unique to their industry. They provide an essential product, but it’s known as a “low-involvement category” because customers don’t think about their electricity. When FirstEnergy Solutions wanted to introduce a new energy product that required a seven-year commitment, we knew that it would take solid campaign materials to roll it out successfully.

 

Take a look at the direct mail example shown here. A clear unity exists in the art and presentation of each component. They’re all marketing the same product, rather than cramming multiple products and offers in one mailing. This is important, especially when a direct mail package includes multiple components, like a letter, brochure and buckslip. You’ll also notice that this direct mail example is filled with information. That’s a key best practice in direct mail: If you’re trying to get people to make a decision, then provide all the information necessary to get them to “yes.” This means ensuring all the relevant content is incorporated into the direct mail letter, even if multiple components are utilized.

 

This doesn’t always seem intuitive because we are so time-compressed. Naturally, we assume everyone wants information as concisely as we do in the workplace. The counsel J&C always provides clients is to gauge the amount of information based on the communication’s objective.

 

This direct mail example also follows the best practice of a compartmentalized design, which allows the recipient to scan the letter for the information they want and need. Each compartment—the body of the letter, the right rail and the enrollment form at the bottom—works together to communicate the same, solid message: enroll now.

 

Uniformity also exists in the design concept. The art we created—a jazzed-up electrical outlet made to look like a car—supports the cruise control theme messaging. Blue signposts urge consumers to “Switch to Cruise Control,” further supporting the theme. The messaging in this direct mail example capitalizes on the “set it and forget it” attitude consumers tend to have when it comes to their electric generation. The cruise control theme aligns perfectly with this attitude, as it highlights the main benefit of the campaign: locking in a competitive price for seven years, allowing consumers to cruise through their monthly electric bills.

 

FirstEnergy Solutions’ Cruise Control campaign proves that direct mail can have a major impact when art and messaging work together to market a new product. Despite challenging market conditions, FirstEnergy Solutions gained over 30,000 new enrollees.

 

 

Nokia Location & Commerce map update campaign: Include multiple response triggers and avenues of response.

4.4 2The goal of every marketing campaign is to guide consumers to take action. This can be accomplished by providing multiple ways for the consumer to respond. The more avenues of participation you provide, the more likely you are to get the consumer to the desired destination. More is more when it comes to response triggers.

 

Take a look at this next direct mail example. For Nokia and Honda’s map update campaign, we used a minimum of three calls-to-action and strategically placed action-prompting copy toward the end of the letter to serve as a final reminder to get consumers to act. They could choose from two response methods: by visiting a personalized URL (PURL) we created for them that included prepopulated account information, or by phone. By allowing consumers to choose their preferred response method, you empower them to make a decision that suits their needs. As mentioned in our Why your direct mail is underperforming blog article, it’s wrong to assume that everyone wants to respond via web. Be sure to follow the best practice of accommodating your target with more than one response option.

 

We also triggered response by providing relevant facts about the consumer’s current Honda model and tying them to road safety stats and navigation system findings. Never underestimate the power of this kind of information. When you leverage product-specific benefits—in this direct mail example, reducing travel time and fuel costs with an updated navigation system map, among others—you up the impact of the campaign. Engaged and equipped with information, the consumer is all the more ready to make a purchase.

Nokia and Honda’s map update campaign exceeded expectations. The direct mail component of the campaign delivered a 31% higher response rate than the control.

 

 

Consumers Energy Appliance Service Plan campaign: Offer a proven method to drive response.

Leading Michigan utility Consumers Energy wanted us to help them increase enrollments in their Appliance Service Plan product, so we created a special incentive for consumers to enroll.

This direct mail example includes a $30 check that automatically enrolls the consumer in one of Consumers Energy’s service plans once it is cashed or deposited.

 

People like to be rewarded for their decisions, and moreover, people appreciate this kind of payback because it provides immediate value for enrolling. In this direct mail example, we made sure the enrollment process worked on multiple levels: It made the sign-up process easy and effortless, and it rewarded the target for taking an action.

 

The results of the Consumers Energy Appliance Service Plan direct mail campaign were impressive. We increased the response rate by over 40%, which represented the highest enrollment volume ever for Consumers Energy. 

Topics: Direct Marketing

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