Direct Mail Piece of the Week: UPS
July 1, 2014
Loyalty or reward programs continue to remain popular as a way of connecting with consumers on a deeper level and making them feel appreciated via rewards. We recently received a direct mailer from UPS that caught my attention: first because of the envelope, then for the easy to understand brochure. Let’s take a closer look to see why this mass mailing was so memorable.
Format: There was an opaque 6.5” x 9.5” envelope with a 6” x 9” folded brochure (6” x 27” overall).
Design: The opaque envelope looked great and you can see the full color brochure through it. UPS also went a step beyond what many marketers do: designed a color coordinated large mailing label. The folded brochure is a nice size and was easy to read. There just the right mix of copy and photos.
Printing & Paper: There were no special printing techniques used, the stock was heavy enough and it arrived in excellent condition.
Presentation: The opaque envelope made me take a closer look so it was very effective. The brochure was a nice size and fold.
Purpose: UPS is trying to use this B2B direct mail to get companies to sign up for their reward program.
Offer and Call-to-Action: Join UPS’s free rewards program. They illustrate how easy it is to join using a special web address and entering a registration code that’s printed on the brochure. Companies can earn rewards by shipping with UPS.
Digital technology integration: None. UPS could have included a QR code that takes the person to the rewards sign up page. One other idea is for UPS to use social media to illustrate how easy it is to join the program and its great rewards via testimonials.
Personalization: None but none was needed.
Overall, a solid, well done piece. UPS did all the little things right and the direct mail design prompted me to look at the envelope and brochure. I’ll be sure and sign up for the reward program.