Innovation in the Classic Marketing Medium of Direct Mail
Receiving “junk mail” is a professional curiosity for me. Usually, the direct mail I get is uninspiring, but lately, I’ve noticed some distinct innovations. As will all innovation, sometimes the execution doesn’t quite work out.
If direct mail is part of your small business marketing plan, enjoy these ideas from my mailbox. (And get more direct mail tips here.)
1. Start Smelling Your Mail
For aroma-based businesses, great news! Peel-and-sniff mail services are available. Buff City Soap near me is celebrating its grand opening and invites everyone with a mailbox to “Smell our most popular scent.”
The entire direct mail piece is well-designed with an effective call-to-action to encourage customers to visit the store
2. Be Starkly Different
Receiving this letter-sized piece of cardstock in the mail was confusing and unusual, so I read it. Renewal by Andersen sent a typical “personalized” direct mail letter, but skipped the envelope. Removing this literal barrier to entry made me take notice.
3. Don’t Skimp on Implementation
The offer on this direct mail piece from Kroger is enticing. $20 off and free delivery to try out the brand’s grocery delivery. The URL is easy to remember and type. Everything about this post card and offer is well-designed.
But the marketing campaign failed. I visited the website and was informed my address isn’t eligible for Kroger grocery delivery. You know, the same address the company sent the postcard to.
For the customer, receiving marketing communication in the mail is just the beginning of the experience. Brands need to ensure that campaigns are, at bare minimum, functional from end-to-end. It’s sad that this campaign was such a failure, when it could have been so successful.
Need inspiration for your next direct mail campaign? Contact us.