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.
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Consider the following:
- In 2016, direct mail campaigns saw a 15-17% return on investment.. External Link. Opens in new window.
- 150 million direct mail promotions were sent out in 2015. External Link. Opens in new window..
Even though the number of potential marketing channels for companies has increased, traditional channels continue to be effective.
Targeted marketing delivers transpromo results
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, but many also use inkjet to increase print speed, add personal customization, and improve the ROI of direct mail campaigns.
12 Innovative Direct Mail Campaigns
1. KitKat
(Source: Nestle; JWT London. External Link. Opens in new window.)
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.
Read More: 16 Innovative Bus Wrap Designs. External Link. Opens in new window.
2. Enogarage
(Source: Enogarage; Badring. External Link. Opens in new window.)
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.
3. BMW
(Source: BMW; Cundair, Canada. External Link. Opens in new window.)
BMW advertised the ability of their cold-weather tires to easily navigate snow by having recipients “cut through the snow” to open the pamphlet.
4. Prospera Credit Union Insurance
(Source: Prospera; MET Fine Printers. External Link. Opens in new window.)
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.
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5. KIA
(Source: KIA; Bizzprint. External Link. Opens in new window.)
This interactive ad used a scratch-off feature on top of printed cardstock to uniquely feature KIA’s windshields.
6. Mercedes
(Source: Mercedes-Benz; Claydon Heeley. External Link. Opens in new window.)
An ingenious use of a custom-printed envelop allowed Mercedes Benz to demonstrate a new convertible CLK-Class model.
7. Logchies Junior
(Source: Glazenwasserij Logchies Junior; Beyenmeyer. External Link. Opens in new window.)
This advertisement by Logchies Junior in Amsterdam advertises a window cleaning service in a simple, yet eye-catching, way.
8. Prospera Credit Union Insurance
(Source: National History Museum; Studio Sutherland. External Link. Opens in new window.)
The National History Museum turned direct mail into a genuinely interactive marketing piece, by printing animal masks onto a brochure.
9. Baltimore Conference & Expo
(Source: Baltimore Conference & Expo; Colortree Group. External Link. Opens in new window.)
While this Baltimore Conference & Expo envelope doesn’t have any unique functionality, the combination of a fun design and bright colors make it stand out.
10. Sharkproject
(Source: Sharkproject; Y&R Frankfurt. External Link. Opens in new window.)
The campaign, designed to raise awareness of shark extinction from the finning industry, the Sharkproject envelope reveals a “finned” shark fin after receivers cut open the envelope using a letter opener.
11. Papersmith & Son
(Source: Papersmith & Son; TBWA/Hunt/Lascaris Cape Town. External Link. Opens in new window.)
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.
READ MORE | Quality inkjet printing delivers direct mail marketing success. External Link. Opens in new window.
12. Verizon
(Source: Verizon. External Link. Opens in new window.)
Verizon’s attempt to engage customers in their new smartphone allowed customers to see how their thumbs looked around the device.
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