As marketing continues to evolve alongside new technology, direct mail may seem like a dying form of advertising. Remarkably, direct mail continues to be an effective tactic! Consider the following:
- In 2016, direct mail campaigns saw a 15-17% return on investment.
- 150 million direct mail promotions were sent out in 2015.
Even though the number of potential marketing channels for companies has increased, traditional channels continue to be effective. Recent advances in printing technology and inkjet technology for mailing and addressing have both increased, leading to innovations within the direct mail industry. Not only are some companies printing on different substrates, many are utilizing inkjet to increase print speed, add personal customization, and improve the ROI of direct mail campaigns.
Here’s twelve brands and organizations continuing to use direct mail campaigns in innovative ways.
(Source: Nestle; JWT London)
Nestle advertised the KitKat Chunky by delivering a “too big for your letterbox card” that prompted recipients to pick up their free KitKat Chunky at their local newsagent.
(Source: Enogarage; Badring)
This Argentinian ad by Enogarage showcases a unique way to create an interactive piece of direct mail in which the wine glass fills as the receiver pulls up.
(Source: BMW; Cundair, Canada)
BMW advertised the ability of their cold weather tires to easily navigate snow by having recipients “cut through the snow” to open the pamphlet.
(Source: Prospera; MET Fine Printers)
This enticing mail by Prospera Credit Union Insurance compares the compatibility of peanut butter and jelly to the compatibility of Prospera and the potential customer.
(Source: KIA; Bizzprint)
This interactive ad used a scratch-off feature on top of printed cardstock to uniquely feature KIA’s windshields.
(Source: Mercedes-Benz; Claydon Heeley)
A clever use of a custom-printed envelop allowed Mercedes Benz to demonstrate a new convertible CLK-Class model.
This advertisement by Logchies Junior in Amsterdam advertises a window cleaning service in a simple, yet eye-catching, way.
The National History Museum turned direct mail into a true interactive marketing piece, by printing animal masks onto a brochure.
While this envelope doesn’t have any unique functionality, the combination of a fun design, and bright colors make it stand out.
(Source: Sharkproject; Y&R Frankfurt)
Designed to raise awareness of shark extinction due to the finning industry, this envelope reveals a “finned” shark fin after receivers cut open the envelope using a letter opener.
Papersmith & Son designed a creative way to use direct mail by creating a paper “sandwich” to promote their new “socially conscious paper.” A percentage of its sales are donated to end child hunger.
Verizon’s attempt to engage customers in their new smartphone allowed customers to see how their thumbs looked around the device.