Q: How do we increase uptake of a product we’re not well known for?
Create a direct mailer with an unusual design and proposition
- Profile target audience and their key trigger points for buying the product
- Filter down to just two key messages or selling points
- Simplify the call-to-action by highlighting the account manager they can call who will take care of their application
- Design an exquisite personal invitation with customised details
Results: 50% higher new customer recruitment rates compared to standard direct mailing efforts for this product
> Read testimonialsQ: How can we announce joint promotions in a way that increases response rates?
Use photos to great effect, in addition to an interesting ‘reveal’ to the credit card privileges
- Use photos that represent the promotions that best appeal to the credit card members and feature them prominently on the cover of the envelope and mailer
- Use a format for the ‘reveal’ of the credit card privilege inside the mailer that looks like a lucky draw tear-off card
- Shortlist the key messages and showcase them with action-oriented headlines
- Ensure that the format is easy to adapt to various types of promotions or photos and will look refreshing each time
Results: 50% higher response rates compared to previous joint-promotions
> Read testimonialsQ: How can we send product benefit reminders that are not boring?
Surprise recipients with an interesting mailer and simplify the messages to fewer than five key points each time
- Review past product information flyers and direct mailers
- Filter product benefits into less than five key points
- Ensure a format that will intrigue and grab attention
Results: Direct mail pieces that resulted in high product benefit recall
> Read testimonials
