October 17, 2014

Every once in a while I smile when I see a mail piece because the direct mailer is utilizing best practices in an effort to achieve a greater ROI. This week’s piece is from a company called Prospect Smarter, who help their clients sell more. Let’s take a closer look.

Format: This was an 8.5”x5.5” piece folded in half to 4.25” x 5.5” and was mailed in a translucent envelope.

Design: What I really liked was the personalized image showing thru the envelope was a snapshot of our homepage of our website. The fonts and images were easy to read.

Direct Mail Piece of the Week: Prospect Smarter

Printing & Paper: They used a gloss cover with uv on one side.

Presentation: The mailer came in a see-through translucent envelope and arrived in good condition. The mailer is on the smaller side but the envelope made up for it.

Purpose: Prospect Smarter is using this piece for lead generation.

Offer and Call to Action: The call to action was to go to a web address, enter an access code and view the material. The offer was easy to see and some of the supporting wording was in green so it stood out.

Direct Mail Piece of the Week: Prospect Smarter

Digital technology integration: Only to visit the specific web address where I’m sure they are able to track the visitors. They could have also used a QR code to take us to the webpage. The rep that mailed this piece had her information listed but it was very small. My only suggestion would be to make her information in a larger font.

Personalization: A suggestion would be to add colored personalized teaser copy on the address side of the mailer as that side was just black and white.

Overall, a solid piece that stood out in the daily mail for the right reasons. The piece made me curious so I opened it and that is the first step in the engagement process.