Direct Mail Examples
Direct mail is the preferred method among Baby Boomers and Millennials for receiving promotions and updates. Companies like Capital One, US Bank, Charles Schwab and more are incorporating the channel into their campaigns across the customer lifecycle. Direct mail is even more effective when combined with digital components. We’ve compiled a list of groundbreaking direct mail examples that utilize a cross-channel approach at different lifecycle stages, all within the financial services space.
Take a look and get inspired.
U.S. Millennials’ and Boomers’ Preferred Ways to Receive Regular Updates and Promotions
Barclays
Retail Banking
Purpose
This piece shatters the perceived boundaries of direct mail. Barclays used the dimensional piece to illustrate the explosiveness of combining a growing deposit with a dynamic fund.
What Works
The direct mail example is nostalgic for many, and highly interactive while requiring little effort. All you have to do is drop a mint into a soda—who wouldn’t partake? And it’s sure to spark some word of mouth marketing. It’s the kind of experience you tell your friends, family and coworkers about.
Pro Tip
Take it further and create a robust multi-channel campaign by encouraging prospects to share their experiment on social media with an assigned hashtag.
Product: Barclays Bank Pension Plan
Credit: Proximity Madrid
Source: www.coloribus.com
AXA Insurance
Insurance
Purpose
AXA wanted to convert potential health insurance clients—females between 25 and 40 in urban areas—who are willing to pay more for a good service.
What Works
One of our favorite tactics is sending something you know prospects will not only be delighted to receive, but keep. Items like the jump rope AXA sent have the staying power that keeps your brand top of mind.
Pro Tip
By sending something the prospect will keep, AXA followed the “don’t ask for something until you’ve given something first,” sales rule.
Product: VitalPlan
Credit: Proximity Portugal
Source: www.coloribus.com
Liberty Mutual
Auto Insurance
Purpose
Liberty Mutual needed an affordable way to let customers know their auto insurance offered quick body-work, repair services, personalized customer care and exclusive solutions. And they needed to say it all at once.
What Works
Liberty Mutual kept their outreach affordable by adding the unique scratch-off feature to a standard postcard. With this interactive self-mailer, they were able to put the problem, as well as solution, in their prospect’s hands.
Pro Tip
We’d suggest filling in the area under the scratch-off with a response option. Give customers a PURL, or, if the audience is particularly tech-savvy, a QR code to scan with their mobile. Have it take them to a landing page where they can request a quote or talk to a representative.
Product: Liberty Auto Xpress Insurance
Credit: Rai Sao Paulo
Source: adsoftheworld.com
USAA
Insurance
Purpose
USAA used these postcards as part of an integrated campaign that utilized email, print, outdoor ads, digital ads and more. The campaign was launched to create a cohesive brand across a number of products and services.
What Works
This postcard communicates that USAA understands their business is about much more than policies. By placing real world customers along with custom quotes on their postcards, they make an immediate connection with their prospects. Recipients hold a glimpse of their own life in their hands.
Pro Tip
While USAA did a phenomenal job of creating an integrated cross channel campaign, we’d suggest adding a PURL to redirect them to a personalized webpage.
Category: Insurance
Product: Full Financial Services
Source: KMasCreative
ING DIRECT
Retail Banking
Purpose
This campaign targeted one of ING’s toughest markets—spend-happy males in their late twenties/early thirties who view savings as a change of lifestyle. ING sent a doll with personality descriptions that the audience would relate to, only with one addition: an ING Direct account.
What Works
This is a great use of data when it comes to targeting. Using physical pieces like this doll adds a touch of humor that makes the brand relatable, while the content drives the message home to deliver results.
Pro Tip
We’d suggest pairing it with a digital campaign that kicks off with an email inquiring if they received the perfect son-in-law. Now that’s a subject line that would gain some attention.
Product: Direct Savings Account
Credit: Rapp Collins DDB France
Source: www.coloribus.com
Citi
Retail Banking
Purpose
Citi bank needed a way to dramatically increase awareness and usage amongst inactive members of their online Thank You Rewards program. And they needed to do so quickly and at a low cost.
What Works
Citi understands that sometimes the best way to get attention is to send something unexpected. In this direct mail example case, they mailed an empty envelope with the phrase, “Your points aren’t in here. They’re online.” More importantly, it’s a brilliant use of direct mail to drive digital actions.
Pro Tip
Sometimes the best way to stand out above the competition is to evaluate what they are doing, and do the opposite.
Product: Citi Cards
Credit: Mike Derosa
BBVA Compass
Retail Banking
Purpose
BBVA Compass wanted to convert 500 warm prospects who were resisting all efforts from their sales force.
What Works
Simply put, this direct mail example is a work of art. The physical piece creates an interaction that compliments digital outreach for an impactful brand experience. The sleek design entices the recipient to open the box, and the copy is a strong reinforcement of BBVA Compass’ value proposition.
Pro Tip
While the content is personal in nature, we’d suggest incorporating some variable messaging on the bookmark itself. Even a simple name would do wonders to compliment this piece.
Product: General Services
Credit: FitzMartin
US Bank
Retail Banking
Purpose
US Bank used this mailer to inform prospective customers about its rewards card program.
What Works
This iron cross format is the perfect example of a piece that is highly interactive while staying cost efficient. Witty content and great design make this piece engaging without busting US Bank’s marketing budget.
Pro Tip
We recommend personalizing the mailer with variable messaging and a response mechanism such as a PURL to drive the prospect to the reward program landing page. Take it a step further and personalize the landing page as well with variable messages tied to demographics.
Product: Rewards Program
Credit: Structural Graphics
Sun Trust Mortgage
Mortgage
Purpose
Sun Trust used this direct mail piece to emphasize historically low interest rates to tempt potential customers into moving and refinancing their current home.
What Works
This direct mail example has bright, family-focused imagery which pulls in targeted consumers and conveys a sense of trust. Sun Trust created a cohesive campaign across multiple channels to reach their prospects, and maintain a clear brand presence that creates a well-defined customer experience.
Pro Tip
This is a great opportunity to add personalized messaging. Sun Trust clearly knows the prospect’s location. We’d suggest altering the copy to be more localized. Consider something like, “Whether you’re looking in Chicago, all of Illinois or beyond, the time to move couldn’t be better.”
Product: Mortgage
Credit: LucaDesign
American Express
Credit Banking
Purpose
American Express wanted to drive card members to a price-drop travel site where destinations were being auctioned each day.
What Works
The fun piece creates a sense of urgency with the “Get the best of Hong Kong before someone else does,” message and the already “eaten” fortune cookie.
Pro Tip
Create a multi-channel campaign by encouraging them to tweet an image of their Fortune Cookie for a chance to win free airfare.
Product: Rewards Credit Card
Credit: Ogilvy and Mather London
Capital One 360
Credit Banking
Purpose
Capital One 360 used this mailer to introduce prospects and current customers to the benefits of the 360 Savings Account.
What Works
The iron cross format of this mailer creates the perfect platform to call out each value proposition of the 360 Savings Account. The bold colors, font, and messaging work perfectly together to demand attention.
Pro Tip
If Capital One is including the message, “Deposit on the go,” they feel their audience is mobile friendly. Why not include a QR code to make it easy for them to respond?
Product: 360 Savings Account
Credit: 23K Studios
Charles Schwab
Financial Planning
Purpose
This campaign had a lofty goal—persuade financial advisors at large institutions to become independent and hold clients’ assets with Schwab.
What Works
By using data available to them through advisors who had already made the switch, Charles Schwab was able to put together a book with original articles featuring their insights into the process. The piece is beautifully designed, feels qualitative and is essentially a comprehensive testimonial.
Pro Tip
A landing page with strong interactive components, such as growth calculators, makes a more compelling case for Schwab. A PURL or other response mechanism will make it easier to direct the prospects to the site.
Product: Advisor Services
Credit: Michael Dolan
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