See how these brands are using direct mail to the best of their ability in their customer acquisition efforts in this blog post!
Delta Dental, a dental insurance company, sent out this mailer, in partnership with AARP, to help new patients enroll and get dental insurance. Let’s see what elements are working in this direct mail marketing campaign:
Copy: This mailer features some clever copy and play on the words, “tough act to follow,” with “tough fact to swallow.” Then, on the backside the mailer explains the benefits of enrolling today and how to enroll.
Custom URL: Delta Dental will be able to more easily track new customers with a custom URL on the front, though the custom URL is a bit long. A QR code would have worked really well here. It also features a phone number on the back, that is probably trackable.
Design: This mailpiece is designed simply and makes it easy to scan and get the most important information quickly.
Disney+, the streaming service from Disney, is mailing potential new customers with a free trial offer. Let’s take a closer look at this customer acquisition direct mail campaign:
Offer: We said earlier that consumers’ attention is caught by offers so Disney+ leads with its offer of a seven-day free trial with a custom offer code. Makes it easy for the consumer to take action and makes it easy for the marketing team to track redemptions.
Copy: Disney+ taps into some FOMO here by telling recipients that they don’t want to miss the next chapter of their favorite stories. It also uses repetition of the CTA on both the front and back of the postcard by saying twice, “Start your 7-day free trial. Limited-time offer.”
Imagery: The mailer features images from its popular shows and movies and then the logos of those properties, like Pixar, Marvel, Star Wars, and National Geographic.
Social cross-promotion: Disney adds a section that features the social media channels the service is on to encourage people to follow the brand. Maybe if they don’t act on this offer they’ll act later when they follow the account.
Hudson Grace, a furniture and home goods retailer, sent out a customer acquisition mailer with some unique elements. Here’s why this mailer works:
An experience: Hudson Grace really taps into the power that direct mail is physical and makes this mailer an experience by including a scent element so recipients can experience the smell of the candle before buying it.
Social proof: The mailer features a customer testimonial and review of the product to help make recipients more comfortable with their purchase.
QR code: The mailer features a QR code and URL so recipients can start shopping immediately after smelling the new candle.
Imagery: The imagery and even the design is simple and features just a few colors that match the branding. The colors are white, black, red, and green to call attention the sweet basil scent.
Meet your marketing goals one direct mail campaign at a time
When it comes to creating a great direct mail campaign, you don’t have to start from scratch. Explore our best direct mail collection to find ideas of what you can incorporate into your next mailpiece or what elements you should be testing to further optimize your own marketing campaigns.
Curious to learn more about using direct mail alongside email marketing in your organization? Talk to one of our direct mail experts to see how easy it is to get started with Lob’s direct mail automation software.
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