One theme we discuss often in this blog is getting noticed in the mail. You can have a great list and great timing but if your artwork or messaging isn’t resonating with your prospects, your direct mail will not be as successful as it could be. Let’s take a closer look at a direct mail campaign from Mac Papers that hit the mark.
Design: The best part! Mac Papers used a vintage look for the mailing label and the card. The vintage look is similar to postcards and posters that I have seen in some of the US National Parks. The outer envelope was a vibrant blue and the mailing label really stood out nicely. The card was full color, printed on both sides. The fonts were large and easy to read.
Printing and Paper: There weren’t any special printing techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: Sending the card in the envelope rather than as a postcard worked well in this case. While it cost more than a postcard, the envelope was dramatic and it looked very professional.
Offer and Call to Action: The offer was well presented and relevant (since it was sent to printing companies who purchase paper on a daily basis). It was an opportunity to meet paper vendors/manufacturers and also have lunch. The recipient could either email or call with their rsvp.
Digital Technology Integration: None but none was needed.
Personalization: None but none was needed. Sometimes less is more and there was no value to personalizing this piece.
Mac Papers had a visually interesting piece and the message was tailored 100% to the recipient so this led to a very successful campaign. Mac Papers’ campaign was mailed first class which is more expensive, however, their list was very targeted and therefore, small, and mailing first class adds to the likelihood mail gets opened.