It’s pretty obvious that we love direct mail around here. From finding the best ways to automate it to optimizing it, we care about everything that goes into creating a great piece of mail.
That’s why we started showing off our favorite pieces of mail over on our best direct mail campaigns page. The mailpieces in our collection have what it takes to catch consumers’ attention and drive action.
But there are a lot of different factors that go into creating a really great piece of mail: the form factor, the CTA, the copy, personalization and targeting, and so on. How do we know if our next direct mail campaign is the best it can be?
We thought it’d be fun to break down what’s working among some of the mailpieces in our best-of collection. This month, we’re taking a closer look at form factor and analyzing top-performing letters.
When we think of letters in direct mail, we often think of transactional letters or perhaps pre-approval letters for loans or lines of credit - but there are so many other creative ways to use letters in your marketing campaigns.
Let’s examine three brands that are effectively using letters in their marketing campaigns or using direct mail to streamline business operations.
This letter appears to have been triggered when a prospect looked at auto insurance rates with Travelers or used a calculator tool on the website. This acquisition campaign has many great elements working in its favor:
The use of a letter by Trafilea (parent company of Shapermint) here is a great use case in testing different form factors as Trafilea does send postcards too. Using a letter helped them stand out among other promotional offers and provided a clear and sincere apology without worrying about space constraints. This retention campaign has some winning elements:
This example is unique as it’s imperative to Booking.com’s business operations but not necessarily a marketing use case. In fact, Booking.com uses Address Verification and automated direct mail to reduce fraudulent listings by having property owners input verification codes sent through the mail. By sending out these letters, Booking.com saw a reduction of 97% in fake properties going live. Let’s examine what’s working in this letter:
Continue learning about Booking.com’s direct mail journey by reading the case study.
To sum up, letters can be an excellent form factor for direct mail marketing for various campaigns. They can be personalized both to your brand and the recipient, and they’re actually the preferred form factor among many consumers. Our State of Direct Mail Consumer Insights report found that those 18-34 are significantly more likely to read letters and envelopes than those 35+.
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 campaigns.