Direct Mail Piece of the Week: Sirius Radio
May 16, 2014
My husband’s subscription to satellite radio expired recently. Sirius XM utilizes direct mail to follow up with lapsed subscriptions on a regular basis. One of their direct mail pieces directed to the Ft. Lauderdale area really caught my attention because it was so unique. Let’s take a closer look.
Format: This direct mailing was a letter in a #10 envelope that also included an insert.
Design: Sirius used full ink coverage on the envelope which is not commonly done so it definitely stood out in the mail. The inside letter and insert were full color. They used a custom envelope that had an additional window on the front as well as on the back of the envelope. This is one of the most unique envelopes I have seen: there was an area of the back side that said “Pull here to reveal your BONUS SAVINGS”. When you pulled the tab, there was a window underneath that gave the offer (Get FREE Activation $15 Value).
Printing and Paper: There weren’t any special printing techniques used and the stock was what I would expect for the envelope, letter and insert. It arrived in good condition.
Purpose: Renewal of lapsed subscription.
Offer and Call to Action: The front window enticed the reader to “Act Now and Save Big!”. The back side offer was “Get your first 5 months for $20” and the pull tab for bonus savings. The offer was well presented (loved the pull tab on the back) and relevant (since we had already had had a subscription) and valuable. I was so intrigued by the envelope that the contents were almost an afterthought. The letter mentioned the savings on the front and on the back of the letter there was a listing of all the Sirius channels. The insert was a call to action with a large phone number. There were two ways to respond to the mailer: phone and a webpage. There was no expiration date.
Digital technology integration: Only digital technology integration was a webpage listing but it was not really needed on this particular piece.
Personalization: Limited by my husband’s name, account number and type of vehicle. Not sure that any personalization was needed unless they have a way of knowing what stations the consumer listens to. If they did have that data, they could use variable data on the piece by asking if the consumer missed channels Sirius knows they listen to by name.
Overall, this piece had some great qualities that made it very effective. The pull tab on the envelope is a great way to get consumers engaged and ultimately that’s what we all want to do.