Artificial Intelligence Powered Direct Mail Increases Engagement and Boosts Profits

 

Artificial Intelligence and Direct MailFor many years a fundamental of direct marketing has been personalisation – so what’s changed? Digital marketing has given us the ability to deliver the right message, at the right time, to the right person in the online environment, and now direct mail can be just as intelligent.

Machine learning, the technology behind AI, can produce accurate predictions from big data, which enables direct mail to provide the same tailored experience for each individual customer, no matter their buying habits.

Combine AI with state of the art high fusion inkjet printing and you have the ability to produce in high volume at a cost effective rate. No more special papers to increase costs, every single image and word is different on every page – there is no limit to your power to create highly personal print.

Hyper-personalisation – the ability to make every item in your print run a dedicated offering from first page to last. This is not just based on what customers have previously purchased, but using self-learning predictive algorithms to produce personalised recommendations, similar products, best sellers, personalised product list ranking and promotional recommendations, at the touch of a button.

complete care catalogue

Ground-breaking AI technology has recently been utilised to produce a 16-page catalogue mailing for Complete Care. Compiling content from 6,421 different product descriptions, images and messaging, delivering a uniquely personalised direct mail brochure, of 28 products chosen for each individual.  A campaign that won ‘best catalogue creative and production partnership’ at the Direct Commerce Awards.

Result – 25% increase in order value and 5% higher response rate

Direct mail still offers the main benefits it has always had over digital – retainability. People trust paper and the brain retains the information for much longer than it does for digital messaging.  You can also use it to engage with customers who have declined to be contacted digitally through SMS and e-mail.

If you want to know more about how Artificial Intelligence can increase your Direct Mail ROI, get in touch with First Move today.

Tel: 01494 539300

Email: david@firstmove.co.uk

 

Speakers at The Direct Commerce Association Annual Summit

David Amor, Chairman and Direct Mail Futurist at First Move will be speaking at this years Direct Commerce Association Annual Summit on 13th June 2019.

This year’s DCA Annual Summit is the ‘Glasto’ of multichannel and direct retailing.

Direct Marketing, AI, eCommerce: email is easy – now print is too!

Hyper –personalisation in catalogues is a practical reality – find out how and why

10.20-10.50

Speakers: Andrew Wilson, Direct Commerce Consultancy; David Amor, First Move Direct Marketing & Jon Price, Complete Care

Venue: Twickenham Stadium – Rugby House, Whitton Rd, Twickenham TW2 7BA

Click here for the full event agenda.

direct commerce awards

Direct Commerce Awards – We Are Winners!

 

We’re delighted to announce we have won a Direct Commerce Award for our work with our clients, Complete Care. ‘Best Creative & Print Production Partnership’

First Move produced a 16 page Catalogue mailing uses 6,421 different products to deliver dynamic personalisation.

We are not aware that anyone in the world has ever produced print with so many variable items of data.

Find out more about our work with Complete Care.

complete care catalogue

Run by Direct Commerce Magazine and the Direct Commerce Association, the Direct Commerce Awards were created to honour sector businesses across a wide range of B2B and B2C merchandise categories with entries evaluated by a panel of expert independent judges.

2019 shortlist:

19 Events; Aspace; Biscuiteers; Bluebella; BlueCrest; Charles Tyrwhitt; Christies Direct; Complete Care; Cox & Cox; Creed; D.T.Brown; Dancewear Central; Dorwest Herbs; Dreams; F.Hinds; Fairfax & Favor; Fife Country; Fine Food Specialist (Williams Commerce); Great Little Trading Company; Gtech; Hippychick; Home Leisure Direct; Office Power; OKA; Ordnance Survey; ProCook; Sarah Raven; Screwfix; Sosandar; Studio Retail; TLM Trading; Virgin Experience Days; VOW Wholesale; WoolOvers; YUDU

The Direct Commerce 2019 Awards took place at Twickenham Stadium, London, on 13th June 2019.

Xerox Premier Partners Conference – Triggered Direct Mail

Xerox Forum 2019

What if we could print opportunity?

As premier partners of Xerox, we’ve been invited to present alongside Deana Conyard, Global Product Marketing Manager for Xerox at their conference in Portugal.

David Amor, Chairman and Direct Mail Futurist of First Move will be discussing Triggered Direct Mail and how businesses can integrate digital and direct mail to increase sales using Artificial Intelligence.

The Premier Partner Congress at the Xerox Forum 2019 takes place in Vilamoura from Tuesday 14 to Wednesday 15 May 2019 at the Algarve Congress Centre.

 


Update from David Amor 23/05/2019

Last week I was part of a presentation at the Xerox European Premier Partner Conference in Portugal discussing triggered direct mail.

Hyper-personalisation was highlighted last Sunday in the Times newspaper as being the 2nd highest growth and volume trend in artificial intelligence analytics.

It is easy to associate that this is purely electronic delivery but print is also part of the changing world of increasing personal relevance in communication.

First Move is this week printing a 40,000 catalogue mailing ½ of which is AI driven – each page totally unique and based upon individual customer previous purchasing history.

In the 21st Century we each deserve to be treated on a one to one basis and memorable tactile highly personalised print is relevant to every business.

Could your business benefit from personalised print?

Contact us on 01494 539300 or fill in our online contact form.

The Highest Level of Catalogue Personalisation Ever?

16 page Catalogue mailing uses 6,421 different products to deliver dynamic personalisation

Variable Image Catalogue Mailing Services

First Move has just produced a 5,000 A5 catalogue mailing, which contained 6,421 different product descriptions and images. Each catalogue was totally unique not only in the products and images shown, but also in the messaging.

This is all about greater reader relevance and increasing our clients return on their mailing investment.

The products were selected for each person receiving the mailing using Artificial Intelligence to ensure there was a very high degree of relevance to each and every recipient.

This catalogue was printed for Complete Care Network. Jon Price, Managing Director said,
“I have been waiting for 10 years to do this and am really excited about its potential to lift our customer engagement and life time value”.

And the results… 25% increase in order value and 5% increase in response rate.

“In the 21st century the technology now exists to deliver in volume highly variable printed images and text, which are relevant to each individual rather than simple messaging based upon only recency, frequency and value”.
David Amor, Direct Mail Futurist and Chairman

First Move has been at the leading edge of inkjet technology having installed the world’s 1st production Xerox Trivor 2400 inkjet together with the first install of a new Adobe based Fiery rip, created to process the significant volumes of data required to produce this sort of work.

This was followed by another first when the Trivor was upgraded to High Fusion ink, which enables the inkjet press to produce litho quality print production on standard uncoated silk and gloss papers.

“We are not aware that anyone in the world has ever produced print with so many variable items of data – if anyone knows better please let me know. This is a really exciting development and one that we have been working towards for several months. We are already working on enlarging this catalogue and may well exceed this number of images in our next print run”.
Rachel Smith, Managing Director

Interested in running a similar campaign? Please get in touch with us on 01494 539300 or fill in our online contact form.

 

get in touch

 

You might also want to find out more about our catalogue mailing services and programmatic triggered direct mail.

Boost your ROI with Royal Mail’s 11p Christmas Promotion

Christmas Direct Mail Campaign

Christmas Cards Printed & Mailed

Helping you to reach more of your customers this Christmas for less!

Royal Mail have just announced a fantastic promotion which is running on the build up to Christmas. 

Act now and boost your ROI with a Christmas direct mail campaign sent at a reduced rate.

This a great opportunity for you to:

  • Re-activate lapsed customers
  • Dig deep into your database for higher volumes
  • Mail a new demographic or sector
  • Try a teaser mailing with a new mail-piece or to a new audience
  • Promote a specific product or service where mail was not being used

To obtain this special rate you must be an existing mailer and mail at least 50,000 more items during the period than you did last year during the same period.

Key points to know:

  • Postage window from 12/11/18 to 17/12/2019
  • Minimum 50,000 incremental advertising mailing. Maximum is 1 million. Letters only
  • Price per item rebated to 11p per item using Low Sort Mail-mark service
  • Can use via Accredited Mailing House with Mail-mark – YES that means First Move!
  • You can be using DSA but must use an OBA for RM Mail-mark service for incremental volume
  • Credit applied for via short application process. Minimum £4500 credit based on 50,000 items
  • Postage Credit applied to end user next campaign in 2019
  • Confirmation end user will benefit from credit if using a mailing house. 

 
(Evidence is required of the incremental increase or NEW incremental mailing being undertaken. This cannot substitute existing mailings).

Speak to us today and we’ll provide some great Christmas direct mail ideas to wow your customers and win new business.

For more information about this promotion please contact us on 01494 539300 or fill in our online contact form and we’ll get in touch.

Christmas Direct Mail Campaign Promotion in Partnership with Royal Mail

You might also want to explore our Mailing Services to find out more about our services and how we work.

DMG Tri Livery Event ‘GDPR is Good for Business’

David Amor – Direct Mail Futurist and Chairman of First Move Direct Marketing will be speaking on Monday 3rd September at a Tri-Livery event at Stationers’ Hall in London.

David will share stories from the coal face such as one business whose databases has shrunk from 9M to 900K records through the “opt-in” process. How clients are responding to GDPR and his predictions on the long term benefit to his business.

New business opportunities are being created from GDPR, that will set the challenges associated with it.

May 25th was a pivotal day for the General Data Protection Regulation. We had endured months, years even, of scare stories about the death of direct marketing, the size of the fines, and seen a whole industry of consultants attempting to lift the confusion and had hundreds of emails from companies we couldn’t remember double, treble, quadruple confirming it was OK to keep sending emails.

Now the dust has settled and organisations are developing a calmer understanding of how they should collect, store and manage people’s personal data, the focus of conversation is moving towards the opportunities which GDPR unlocks – for marketing which will delight people, deliver better customer insight and opportunities for companies to sell more, IT Departments to make the strong business case for exploring cleaner, up to date customer databases and for stepping up cyber security measures.

This Tri-Livery event brings together a varied panel of experts to present their perspective and insight; from client to legal, and data to agency – with a focus on how businesses can benefit from GDPR, rather than its perceived constraints.

Topics covered will include:

  • Analytics: How GDPR will drive analytics, which in turn drives better marketing campaigns
  • Print: Using marketing print and its increased output, the advantages of claiming legitimate interest with paper based communications
  • Cyber security: Strengthened expectations around looking after client information, increased risk around not doing so, potentially higher customer cooperation
  • Messaging: Use of ‘value statements’ rather than an invoice, to promote other products/upgrades

The expert panel are:

Mark Runacus – Non-Executive Chair DMA (UK) Group and Co-Founder of new hybrid creative and media agency Wax/ On: how GDPR has fuelled the renaissance of direct mail.
David AmorDirect Mail Futurist and Chairman of First Move Direct Marketing – Will share stories from the coal face such as one business whose databases has shrunk from 9M to 900K records through the “opt-in” process. How the clients are responding to GDPR and his predictions on the long term benefit to his business.
Dai Davis – Lawyer and Chartered Engineer – Do you need to opt in? Does he agree with the DMA viewpoint on paper based communication.
Graeme Owen— UK & Ireland Lead, Information Security Risk at Deutsche Bank—14 years’ experience working in nancial services covering IT operations, IT audit and IT risk. How can IT controls assist with GDPR compliance and what exactly is cyber security?

Once the experts have shared their insights, there will be a panel discussion, with challenging questions encouraged!
Tickets are £25 inc VAT and there is a special discount for guests under the age of 30 (tickets will cost just £20 inc VAT).

The event will commence at 6.30pm for 7.00pm with a short drinks reception followed by the discussion. There will be time afterwards to meet and network with fellow attendees over a light buffet and further liquid refreshment.

You can book your tickets online at www.stationers.org/events

Dress Code: Informal Business Attire (ties optional)

You may also like to explore our Mailing Services.

Direct Mail Cost

What is the Cost of Direct Mail?

What’s the first thing you do when you get home from work? Most of us check our post.

The pull is in personalisation. It’s got our name and address on it, so it’s probably important and worth reading.

Do you look forward to getting your emails as much? We’re guessing NO and the statistics support this.

‘Direct mail has a response rate of 30 times that of e-mail and coupled with the availability of large quantities of reliable data and increasingly cost effective personalised digital print, provides a great opportunity to build your business.’

Now that you’re thinking about using direct mail, your first thoughts might be:

“What is the cost of Direct Mail?”

This article will show the costs and the potential return on investment on all direct mail services. So you can make better-informed business decisions and start building meaningful relationships with your existing and new customers.

 

Postcard Mailing

“57% of respondents said that postcard marketing makes them feel more valued and creates a more authentic relationship.” – Royal Mail

The beauty of postcards is that you can pack a punch for a reasonable price. Imaginative designs can boost your business’ attraction level. For example, you could embed magnets in your postcards so customers can place them in their homes or at work: a daily visual reminder of your brand.

As a low-cost form of direct mail, postcards can yield a high return on investment. That’s because they shine when used for short and compelling messages or offers. It’s a highly effective strategy to grab the recipient’s attention and drive them into action.

You could also send postcards in between catalogue mailings to keep customers keen and drive further sales for a better ROI.

Estimated cost for 5,000 postcards: £1700.00 + vat includes production and postage but excludes data and design (34p each)

You might like to read our other article – Direct Mail Examples – 4 Great Postcards

 

Letter Mailing

Do not underestimate the power of a well written letter.

Traditional it may be, but the use of words in a simple, well understood, traditionally trusted and accepted format can open doors and help you win new opportunities. Use mailing services to send large volumes of letters in a cost-effective and highly-efficient way.

Estimated cost for 5,000 letters: £1900.00 + vat excluding design and data

 

Catalogue MailingCatalogue Mailing Services

Nowadays we use the internet to shop for things we want. Which begs us to ask, do people still like receiving catalogues?

Absolutely. They encourage purchases – 63% of people are influenced by a catalogue to purchase. They also drive people to visit your website.

In fact, the number of people who now respond to catalogue mailing has surged by 23% over the past few years. Why?

A mailing house can professionally design your catalogues with a specific audience in mind. Recipients gain a physical, visually engaging and relevant lexicon of your best products, peaking their interest and leaving a “deeper footprint” than digital media.

Estimated cost for 5,000 16 page A5 catalogues: £2,500 + vat excluding design (50p each)

Estimated cost for 5,000 32 page A5 catalogues: £3,300 + vat excluding design

Find out more about our Catalogue Mailing Services.

 

Business Mailing

We’re talking about transactional business mail (invoices, statements, information, newsletters etc.) It’s mailing with the purpose to inform rather than to encourage a financially monitored response.

Business mail builds trust between consumers and business. It’s an intimate and secure way to communicate, as a study led by DMA revealed:

“56% of consumers stated that they found printed marketing to be the most trustworthy of all media channels”

 

Direct Mail Marketing ListsDirect Mail Data

Before you source data you need to understand who your existing customers are. This way, you can send your mail to people who are interested in your offerings and more likely to buy from you.

What do they look like? Where do they live? How much do they earn? You need to unearth this and much more to develop a clear picture of your audience.

Once you know what your customers look like, the challenge is to find more just like them. Achieve this by comparing your existing customers against a large database of potential users.

Of course, creating your own lists can take a lot of time. List creation is a professional direct mail service that can be executed quickly and accurately thanks to recent technology.

The data sources available range from large compiled databases through to magazine subscribers and customers of other companies. You receive comprehensive lists to reach new customers and boost your sales.

Cost minimum charges usually apply. Minimum spend: £500.00 + vat. Costs per name range from 25p to under 10p depending on the list volume.

 

Will Direct Mail Work For You?

At First Move, we always recommend you should be studious and monitor results as you start your testing. With the right process you can learn what works best and how to improve your strategy.

LP-Book_01Our book, Direct Mail 101, explains why direct mail in the 21st century is worth the investment and how to deliver predictable and profitable results to grow your business. Plus, gain real examples of the world’s most successful direct mail letters for you to study.

Contact First Move on 01494 539300 and request a copy. We’ll send it to you for FREE with no obligations.

For more information about our innovative mailing services, check out our website or complete the contact form below. We look forward to hearing from you.

Get in Touch


 

You might also be interested in the following articles:

How to Save Money on Direct Mail

How Does GDPR Affect Direct Mail?

 

How Does GDPR Affect Direct Mail?

Did you know you can send direct mail to your customers and you don’t need their explicit consent?

So unlike email marketing, with physical mail you have greater freedom to connect, engage and sell.

Of course, GDPR does effect this offline touchpoint. While recipient opt-ins aren’t compulsory, gaining legitimate interest is.

We discuss exactly what that means for businesses sending direct mail.

Learn how to remain GDPR compliant so you can advertise through post with confidence.

The Art of Mail Marketing Is Far From Dead

Sending marketing material by post is on the rise. The DMA has reported a 43% increase in customer responses to direct mail.

What’s more, on average, people keep their post for 38 days. To put this in perspective, 51% of emails are deleted within two seconds.

There’s no denying it. Direct mail is a powerful, meaningful and a dependable way to turn customers heads and leave a lasting impression. But is every letter that lands on a person’s doorstep wanted? This is where GDPR comes into play.

GDPR: The Specifics

Replacing the Data Protection Act 1998, GDPR is beneficial for both the business and the customer. It came into effect in May with one definitive aim: to balance the interest of the data controllers and the data subjects.

Data controller = the business processing personal data (email addresses, location, names etc)
Data subject = the individual whose data is being processed

To ensure businesses can lawfully handle personal data and use it for marketing purposes they have to abide by GDPR rules.

For example, to collect a subject’s email address and send them monthly e-newsletters the recipient must have opted-in. If they didn’t select ‘receive monthly updates’ but get them anyway, the sender is breaking the law and could face fines of up to 4% of their annual turnover.

Opt-ins usually appear as forms: when a customer registers on a site they will choose:

  • How they want you to store and process their details (send to third-parties for marketing purposes etc)
  • What type of information they want to receive from the business (updates regarding their purchases etc)

The big question for marketeers and business owners: do you need explicit consent (opt-ins) from the recipient to send them paper marketing?

The answer short answer: no. Here’s the long answer…

Sending Direct Mail on the Grounds of Legitimate Interest

In case you don’t already know, legitimate interest is a term coined by the Information Commissioner’s Office (ICO) that offers greater flexibility for customer data processing.

Businesses that send direct mail can do so on the basis of legitimate interest. They do not need to record consent from the recipient.

What you do need to ensure is this:

  • That the use of data is valid
  • Direct mail has a minimal impact on privacy
  • Is expected by the recipient or they won’t be surprised to receive it

Let’s say a customer purchases a product from you online. Does that signal legitimate interest in your business?

Absolutely. They’ve actively engaged with your products and wouldn’t be shocked to see your catalogue on their doorstep. Additionally, if a customer has previously opted-in to your marketing emails, you can send them direct mail on the basis that they’ve proven their interest.

Find out more about programmatic mail

Your Responsibilities to Remain Compliant

Legitimate interest has some great benefits for businesses who use Mailing Services to reach their audience. With consent, subscribers can opt-out at any time. With legitimate interest, you aren’t subject to the whim of the customer with greater control and security over who gets your mail.

Taking away the need for obtaining consent means customers aren’t responsible for the use of their data: you are. So it’s your job to show how your interests are balanced with that of the individual.

You gain greater flexibility: this policy is applicable to a plethora of situations. But this ambiguity can lead to risks. With so many possible scenarios balancing interests can become tricky leaving you vulnerable to disagreements.

Protecting your business from GDPR disputes starts with owning your responsibilities. Your goals are to:

  • Justify the grounds of legitimate interest between you and your customers
  • Explain the purpose of processing and using personal data
  • Demonstrate the necessity for data processing

One of the easiest ways to achieve these goals is through a privacy policy. You’ll probably already have a one but it might need updating to include:

  • Your contact and company details
  • The way you store candidate information
  • How long you intend on storing the data
  • What rights a candidate has over their data
  • How a candidate can request to delete their data

ICO legislation states that this information must be easily accessible.

Some businesses prefer to rely on consent rather than legitimate interest. Simply because it’s more clear-cut: you either have a person’s permission to send them mail or you don’t.

Of course, this can restrict your direct mail marketing efforts. To maximise your reach, legitimate interest is the best course of action.

Comply to GDPR with our Direct Mail Marketing Services

Outsourcing your direct mail solves some big problems – namely ensuring you stay GDPR complaint.

First Move’s Mailing Services operates under strict legislation policies. From data capture, storing information and distributing direct mail campaigns, GDPR compliance is ensured every step of the way.

Abide by the law with our direct mail services and advertise your business with confidence. In today’s GDPR compliant world, there’s never been a better time to invest in Direct Mail to increase your sales.

If you’d like to learn more, call us on 01494 539300 or send us a message.

The Latest In Direct Mail Design: Breaking Barriers

Direct Mail Design

Guest Post: Victoria Greene

“Direct mail advertisements give people time to think… With print advertisements, we’re not anticipating the next click.” – Chris Barr, director of marketing for Taradel.

In the digital age, it’s easy to dismiss direct mail…but marketers — ignore it at your peril. Research by the Direct Marketing Association has found that 70% of Americans say ‘snail mail’ is more personal than the internet, and half of US consumers prefer direct mail over email.

Further studies have found that people who received direct mail offers were able to recall the brand 75% of the time, compared to 44% of people who received digital-only versions, and over 60% of direct mail recipients were influenced to visit the promoted website.

Direct mail is clearly an excellent way of connecting with customers, and trends in direct mail design reflect this. Marketers and advertisers are coming up with some highly creative ways of connecting with customers, helping improve brand awareness, and making sales.

When it comes to design language, DM has one of its own. Playful, poignant, and tactile — the best direct mail designs are design masterpieces in their own right.

Here are the latest barrier-breaking campaigns to inspire your direct mail design:

Recommended reading: The Case 4 Direct Mail

WWF Earth Hour: Candle Box

Every year WWF marks Earth Hour, a global movement that brings people together to take action on climate change by switching off their lights for one hour.

To encourage large companies and corporations to take part, yellow candles in boxes were sent out to industry leaders and CEOs.

The front of the box was cleverly designed to look like a tall building; when the candle was removed, the lights went out. The campaign was a big success, with corporate support increasing by 260% from the previous year.

Direct Mail Design

Don’t forget about the power of objects — they can help take your DM campaign to the next level. Just don’t opt for something super gimmicky.

BMW: Cold Weather Tyres

Dynamic and interactive mailers are more likely to be opened. BMW took this approach with their campaign for cold weather tyres called ‘Cutting Through Winter.’

Instead of using a straightforward opening, the envelope featured a perforated pull tab that mimics effect of a car driving through snow.

Direct Mail Design

This makes it irresistible to open and very memorable: exactly the playful effect it is trying to achieve.

Smart: Build A Recyclable Helmet

To introduce their new range of environmentally friendly bikes, Smart designed a flat mailer made of recycled cardboard for recipients to assemble into a helmet.

Great direct marketing is about knowing who your audience is and making them feel as though you’ve created something just for them. The recyclable helmet hits all the right notes for Smart customers: it grabs their attention, fits with their worldview,  and is environmentally-friendly.

San Jose Blood Bank: Blood Donation

A clever bit of visual thinking can transform a run-of-the-mill direct marketing design into something altogether more effective. The San Jose Blood Bank sent out ads wrapped around newspapers, held in place with a rubber band.

Due to the placement of the band, it looked like a tourniquet, a familiar sight to anyone who has given blood. The result was simple, clever, and very effective when it came to driving the campaign’s message home.

Direct Mail Design

Think about how you can story tell in your Direct Mail designs — something familiar, or even a little bit shocking, is likely to be arresting.

Bamboo Living: Basic Mailer

A good direct mail campaign doesn’t need to break the bank — you can make use of some very small touches to have a big impact.

Bamboo Living Homes keep their direct mail campaigns simple and elegant by using custom designed envelopes that are printed with non-metallic white foil.

The company use this ink-free method to protect the environment, and give their mailers a more ‘natural’, organic look.

Direct Mail Design

If you’ve just started, or are in the process of starting an online business, then you might not have the world to spend on marketing. Starting local, while thinking global, is one of the best ways to grow your business.

Adopting a similar direct mail strategy to Bamboo Living Home can help you achieve your goals by creating an initial customer base from the people in your local area.

MDVIP: Harsh Conditions

Sometimes the oldest tricks in the book are the best —  such as sending out a free gift as part of your direct mail campaign.

MDVIP, a national network of primary care doctors who focus on delivering personalized medicine, made use of this old trick with a campaign that sought to capture attention by offering recipients something they could keep.

They used a desert-themed direct mail that included a miniature cactus in an effort to recruit doctors.

Direct Mail Design

If you’re looking to build up your customer base, free gifts are a great way of building a deeper connection with the people you’re seeking to sell your business to. But it’s vital to make sure you choose something that will survive the journey intact and that ties in with your ad messaging. Something that’s just ‘tacked on’ won’t be effective.

NFL: The Trojan Ball

An element of surprise is a great way to get people engaged with your direct mail campaign.

To reach Hispanic media and attract new advertisers, the NFL set out to break the stereotype that Hispanic people are only interested in soccer. On the outside, the box looks like it contains a soccer ball, and it’s printed with the message: “inside is the ball 28.5 million Hispanics truly identify with”.

Once opened, the box turns out to contain an American football printed with statistics that underline how large the Hispanic audience for the sport actually is, such as: “73% of Hispanics are NFL fans”, and “The Super Bowl was seen by 2 million more Hispanics than the World Cup final in Germany”.

Direct Mail Design

 

Though some of the above direct mail examples might be financially beyond the reach of a small business, they demonstrate the real impact direct mail design can have. It’s all about thinking outside the box (literally), and testing out new formats and Direct Mail design ideas. Think about fun ways that you can grab people’s attention without resorting to gimmicks.

 

Victoria GreeneVictoria Greene is a branding specialist, marketing consultant, and freelance writer. On her blog, VictoriaEcommerce, you’ll find articles covering a range of topics in the world of marketing. She is passionate about using her experience to help brands improve their marketing reach.
Twitter: @vickyecommerce

 


First Move direct marketing provide direct mail services to companies who are looking to engage with their customers to improve customer retention and in return increase their profits. Our direct mail design team are on hand to give your campaigns the wow factor.

We also work with US and European companies helping them to reach the UK market through effective direct mail campaigns.

Whether you want to target homeowners or businesses, we’ve got the expertise, technology and experience to ensure your campaigns are targeted, personalised and achieve a high ROI.

get in touch