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6 inspiring direct mailing examples
Direct mailing is dead! Long live direct mailing? Yes, because if there is one “old-fashioned” channel that we continue to believe in (amid all the digital violence), it is direct mailing. However, you have to tackle direct mailing properly. And by good we primarily mean “creative”. In this blog we show some examples that can inspire you for your next direct mailing. We won't talk about all the other things that make a DM successful (such as a good database, a clear advantage, good follow-up, etc.), you can check them off yourself.
Maar omdat marketingboys graag met Engelse termen flirten. En omdat op den duur niemand nog echt snapt wat ze willen zeggen, eerst dit. Met een direct mailing (DM) bedoelen we een geadresseerde brief (of iets wat erop lijkt) die je aan een klant of prospect stuurt en waarin je vraagt actie te ondernemen. Die actie hangt ergens tussen "lees deze brief" en "bestellen die handel". Verder stuur je een DM naar een vooraf gekozen doelgroep. Doe je dit allemaal niet dan heb je gewoon “ongeadresseerd drukwerk”.
1. LET US BLOW YOU AWAY
Know your target group. In this case, hairdressers. Some thermal ink and razor sharp copy. That's all it took to make this invitation to an exclusive event go viral. And also a hairdryer, but that was certainly not a problem for our target group.
2. EMPTY BAG
Don't just know your target group. Also provide a striking message. For example, we addressed teachers with this sliding card as "Empty pocket". Or rather: Freddy de Vadder did that. You can expect such a statement from him. Anyone who opened the card naturally noticed that Freddy had not meant it that way at all. On the inside we asked the teachers to participate in the litter campaign "Let's do it in the trash can".
3. SAY IT WITH MUSIC
Choose an original format. A music greeting card, for example. For once, not for someone's birthday, Christmas Day or another special day. No, this card went to a well-chosen target group who, upon opening, heard the Hallelujah choir from Handel's Messiah. But in a special remix. Ideal for working on your brand awareness, especially if your company name also turns out to be Hallelujah.
4. DRUMS PLEASE
Make sure there is a bulge in the envelope. A well-known but efficient trick. No one can resist opening a well-filled envelope. And if it contains a gift or gadget that matches the mailing... bingo! Then your direct mail will certainly be read. In this mailing we gave some drum pencils as a gift to architects, contractors, etc. to invite them to a competition. The price? An exclusive housewarming for their customers. Drum roll please.
5. SAY CHEESE
Do it completely differently. Give the banal an upgrade and surprise your customers. You can also make the 'boring', regular things more fun. Such as a dentist's call for an annual oral examination. Not a pleasant message, but one where we stepped up our game creatively and which at least made people smile. And that makes the message a little more fun.
6. SAY IT WITH AN DIRECT MAILING VIDEO
Your customer, your prospect is worth gold. Let him or her feel that too. This can be done with the words you choose or the gadget you send. But it can also be done with a very targeted video message. And especially if that message is delivered by a very special sender. Curious about who we are talking about? Send us an email and find out for yourself.