Successful Direct Marketing Campaigns

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Examples of Direct Marketing Campaigns Direct marketing reaches the consumer without the influence of any outside party. Its many forms include print ads, direct mail and even a simple sign. Direct marketing is a type of advertising campaign that seeks to achieve a specific action in a selected group of consumers (such as an order, store or website visit, or a request for information) in response a communication action done by the marketer.

Successful direct marketers take a customer-centric approach by forming a CTA that is both creative and relevant for targeted customers. As long as buyers know exactly what you want them to do and what they can get out of it, you’re on your way to building an effective direct marketing campaign. Perhaps one of the most simple but visually effective direct marketing campaigns was for Schott Solar, a company which produced solar panels with a 20 year warranty. They created a 20 year warranty calendar which was distributed to the solar panel wholesale market.

Another success story for 2009 was Green Belgium’s World Water Day Campaign. This direct mail campaign became popular for two main reasons; the first was how it involved charity in a mail marketing campaign, the second was its innovative design.

7 Essential Keys to Direct Marketing Success

Imagine reaching those who want to hear from you. Imagine taking your solutions to those who need them the most. Imagine making a positive impression on those who’ve never heard of your business. Or delighting those who have. This is direct marketing in a nut shell. And, contrary to what you may have heard, it’s still a big deal.

Having toiled in the trenches of direct marketing for nearly 25 years, we’re eager to share what has helped us design award-winning lead generation campaigns for clients across various verticals. No matter what you sell, direct marketing is a proven method for generating more customers and increasing revenue without breaking the bank.

Below, you’ll find a compilation of 7 strategies to help you unlock the door to direct marketing mastery:

1. Mix and Match

Certain things go better together. Wine and cheese. Beer and tacos. And you can definitely throw direct marketing and digital marketing into that mix. If your marketing campaign is stuck, consider adding some digital spice to the concoction. You can do this in a number of proven ways and through myriad channels: social media, email and even offline campaigns with digital components, such as PURLs and video cards.

2. Put the “Response” Back in Direct Response

The purpose of direct response marketing, as the name suggests, is…are you ready for this? This is huge…The purpose is to…wait for it… generate a response. Sounds simple enough, right? Yet many marketers are constantly challenged with how to accomplish this goal. If you’re one of them, I’m willing to bet a shiny nickel that you’re making this grave mistake and it’s probably limiting your direct marketing potential.

3. Avoid the 7 Deadly Sins of Direct Marketing

Maybe you’re making more than one direct marketing mistake. For instance, are you targeting too broadly? Neglecting multi-channel touch points? Or perhaps you’re not even aware of the power of emotional appeal. Reducing even a few of these common errors can double or triple your marketing return on investment.

4. Get Prospects to Rip Open Your Envelope

If you have a prospect who needs your service or product, you MUST do everything you can (ethically and legally) to get them to open your envelope. This is important because there’s only one question on the mind of everyone who receives direct marketing communication, be it an email or a direct mail piece: “To open or not to open.” And prospects will ponder this question for no more than 5 seconds before deciding whether to keep reading or toss your piece in the trash. And this is especially true for direct mail. Your goal is to get customers and prospects so excited that they can’t wait to rip open the envelope. And when they finally open it, you want to make the copy so captivating that they can’t wait to sink into a comfy sofa and read the entire thing.

5. Take Advantage of Premium Mail

There are many routes to direct marketing success. One proven way is by using premium or promotional items. Unlike standard items, which can have a short shelf life, recipients tend to keep promotional items. This gives your marketing campaigns a longer shelf life!

6. Add Value with Personalization

Whatever channel you choose for your direct marketing, you must ABSOLUTELY ensure that it’s personalized. The key to personalization is data. Now that there are tools such as analytics, statistical modeling and business intelligence – take advantage of it. Data can help you bridge the gap and spend your marketing dollars on customers most likely to respond. Just remember that there’s a difference between personalized marketing and creepy marketing. The former will attract potential customers and draw you closer to your business goals; the latter will send prospects running in the other direction.

7. Use Data

There’s a general assumption that the advent of digital means direct marketing is no longer useful. This isn’t true. In fact, technological advancements in online and data spaces make direct marketing that much more effective and valuable. For good or bad, data is widely available today. Take advantage of this and stretch your reach and with direct marketing.

Here are 47 creative direct mail examples to inspire your next marketing campaign.

Firstly, Mercedes cleverly use the flap of the envelope to demonstrate the convertible to stand out in the mail.

The shock and empathy used in this example is a questionable strategy, but consider using an emotional hook (fear, guilt, jealousy, greed etc.) to get the audience’s attention and keep them engaged.

KitKat created a fake mail slip for forgotten post to emulate the royal mail missed delivery letter which is left in the letterbox when you miss deliveries. This is funny but also effective in grabbing the attention of the reader people’s brains have been wired to associate these slips as being important.

Skoda added a penny to their postcard which invokes curiosity and draws attention because of how unusually it is. There are many ways to invoke curiosity effectively.

This hilarious marketing postcard for dental implants combines natural human impulse and comedy gold to get the attention of the reader. Using humour is a great way to build your brand and have your message retained and shared on social media.

Use jokes, puns, and try to come up with something original and clever like Neopost.

Successful Direct Marketing Campaigns Affect

Use cut-outs to stand out and show off your brand

This borders on gorilla marketing, but what kind of materials could you be using, what ways can you use physical materials for people to engage with you in person?

The economist balloons send through the post grow the brain when inflated. A metaphor for subscribing to their magazine.

This Greenpeace glove demonstrates cleaning the waste with the iconic Greenpeace coloured glove. This example shows how being different and standing out will create a huge and lasting impression on whoever receives this.

Often marketers will use size to send oversized or large post. For the smart car the opposite was used, to show how small and nimble the car is for cities, being smaller can also help you stand out.

It’s not just the message which matters, the timing is important too. Send postcards on people’s birthdays or special occasions.

Create direct mail as an experience. BMW does a fantastic job with their mailers and create a luxury experience.

Make your marketing useful, one of the advantages of physical post is you have a much bigger range of things you can offer your audience to provide value beyond information.

Get creative with your envelopes. Try combining the exterior with the interior of the mailer.

What gets people attention more than cold hard cash? This has been done many times with a lot of success. Even including a peak of a fake 1 dollar note inside an envelope always gets the reader’s attention. Just make sure you can relate it to your messaging or brand. Otherwise the reader will feel tricked.

Fold outs and cute animals.

When people receive letters, they are often important. Make sure you give something of value in your message.

When people interact with your mail, they are more likely to remember your message and act on it longer. It’s also more likely to be shared within the household or on social media.

Direct mail doesn’t have to be paper, you can send anything.

Even an emergency box. Would you pay attention if you saw this in the post?

This in an old one, but the technique is good. Verizon cut holes in their mailer to demonstrate how you’d use their phone.

The interactive fish postcard.

The receiver of the gingerbread mailbox, is first delighted, and then curious as to why the foot is missing.

Google maps printed on the envelope to show directions or relay information.

Direct Marketing Definition

Another incredibly creative example of humour in direct mail.

Send a balloon in a box.

Use origami on your mailing will make your post much more fun and interactive, especially if your product is aimed at households with children.

You’ll notice that interactivity is a common theme in some of these examples. That’s because it’s effective at drawing attention and being retained in memory.

HelloFresh personalise the messages to each person. Think about how you can use personalisation in your post.

The matchbox mailer:

Use fold outs to create a journey and tell a story.

Successful Direct Marketing Campaigns Best

Humans react more to things which are unusual and haven’t been seen before. Think about how you can do the same.

This example is to promote Macbeth at a Theatre.

Funny “miss-fortune” cookies 😂

Having your message retained in the household means it will increase the chance of it being auctioned. Create something of value to your audience and encourage them to keep it, as was done well with these discount tickets.

If you send products to your customers, think about how you can incorporate direct mail principals into your packaging.

Successful Direct Marketing Campaigns Make

This one plays on the expression “Peanut butter and jelly”

There is no limit to the number of shapes you can use for your mailings.

Origami is an effective way to be different and fun.

Successful Direct Marketing Campaigns

Remember when you were a kid, and in school you’d have popup books that you’d spend hours reading and experiencing. They would literally bring your stories to life. Well the same thing works for your mail, look at how Ikea have taken this principal for their marketing.

Bright coloured postcards stand out on the doormat

Check out this DIY Cycle helmet

Papa john – masters of direct mail, have send physical paper versions of their pizzas

Make your mail seem personal and direct. People don’t receive as much mail as they used to and get excited and look favourably on mail which is humanised.

If you can send it in the post, it’s direct mail.

This postcard has instructions to run it under water, and when you do the message shows.

Marketing

Running a direct mail campaign can be time consuming, but there is a lot of opportunity in marketing with physical post because it’s much easier to stand out and be noticed compared to digital clutter.

With Postary sending physical post to your customers is now as easy as sending emails. You can design and send beautiful personalised postcards directly to your contacts. Visit https://postary.com to get started today.

For tips on designing postcard marketing campaigns with direct mail, read the essential tips: Essential postcard marketing tips