Do You Open Direct Mail?
In college, my freshman year roommate and I used to sign up for free samples so we would get mail. While I don’t get as giddy about free shampoo samples now as I did back then, I do still enjoy receiving product samples and good direct mail. Although, now I tend to evaluate the packaging, messaging, etc., instead of just tearing into the little box for my goodies.
I think the way companies approach their direct mail campaigns says a lot about what they think of me as a potential customer. For instance, Enfamil sent me two cans of their Next Step toddler formula right around the time my son turned nine months. In addition to the formula, the company included several coupons and some information about how my toddler’s body was growing and how the formula would benefit him. Then I received another coupon a month later, reminding me about the product.
This is smart marketing and a good use of direct mail. Here’s why it worked:
- The mail was three-dimensional, not a flat postcard or number 10 envelope – flat direct mail is more likely to be thrown away, unopened.
- The packaging was colorful, which caught my attention – while color packaging is more expensive, it is also more intriguing.
- The content was targeted to me – it wouldn’t make sense if Enfamil sent coupons to someone without kids.
- It was timely – the formula was for older babies, which is what I have.
- I was familiar with the brand.
- It was something I would use.
Do you open the direct mail you receive? What compels you to do so?