Creative Direct Mail: Why Postal Marketing is Alive and Well | MODsocket

Creative Direct Mail: Why Postal Marketing is Alive and Well

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Creative Direct Mail: Why Postal Marketing is Alive and Well

by Donovan Dillon Contributor

Posted on April 04, 2012 22:06 PM

Creative direct mail is a direct mail marketing technique that uses unique mailing pieces to get the attention of customers.  These methods include a more personalized appearance to the mailing, multidimensional mailings or a combination of both designed to encourage customers to respond to the marketing campaign.  Experts indicate that creative direct mail generates better responses than traditional direct mail marketing methods.



History has shown that targeted direct mail marketing works much better than mass mailings directed at thousands.  Creative direct mail, however, takes this process to the next level. One instance of how this is possible is by making the mailing appear as if it is personalized correspondence rather than generic.  For small mailings, experts recommend addressing the envelopes manually rather than using computer-generated labels.  However, even the envelopes for large mailings can give the appearance of handwritten addresses by using fonts that look more like handwriting than typewriting.  Instead of using a bulk mail stamp, which often gives the appearance of junk mail, use an actual postage stamp.  Use a colored envelope that looks like it contains an invitation rather than standard, #10 envelopes.


Multi-dimensional Mailings

Consumers open lumpy or thick envelopes more quickly than flat envelopes.  One creative direct mail campaign is to send a multidimensional item rather than a simple postcard or flyer.  Although more expensive to send, multidimensional items grab the attention of the recipient quickly and they are more likely to open a package.  Multidimensional items include logo key chains, booklets, product samples or other items that connect to the mail piece sent with them.  For example, a landscaper may send a packet of seeds, or an art gallery might include a print suitable for framing.


Combination Campaigns

Combination campaigns combine both personalized advertising and multidimensional products in a series of direct mailings designed to capture the attention of the consumer.  This creative direct mail technique often includes two or three separate mailings with each series creating anticipation or curiosity about the product or service.  For example, a pet store could send a mailing offering a free box of dog treats with every dog food purchase on a certain day, targeting customers who had purchased dog items in the past.  A second mailing would include one dog treat and an even better discount or free item.


The ideas for creative direct mail campaigns are endless and, with a little creativity, any business can use different unique techniques to reward current customers while developing an even bigger customer base.  For more information regarding creative direct mail, visit, or connect with us on Facebook, Twitter or Pinterest.

About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.