Direct Mail Piece of the Week: RingCentral
January 21, 2015
Do you ever really look at the stack of mail in your mailbox each day? If you are like most people, the mail tends to look the same every day. So, when a piece is unusual in any way due to size or paper or any other way, it can really gain attention from the consumer. Gaining a few extra seconds in front of the end user may result in additional sales. That was the case with a recent piece we received from RingCentral. Let’s take a closer look.
Format: This 6×11 postcard is considered flat mail because it’s set up vertically. Please note—this does add additional cost to the postage.
Design: There were two unique aspects to the postcard: first, it was set up vertically which is unusual and second, on both sides, there was a see thru magnifying glass. The magnifying glass image was quite large on both sides and there was not too much text on either side.
Printing & Paper: One big reason why this mailer was memorable was that it was not on a typical paper. Instead, it was 10 mil heavyweight transparency which was see-thru. It was also 6×11” which stands out in the stack of mail.
Presentation: I received the mailer as is and it arrived in good condition.
Purpose: RingCentral is using this mailer to drive sales.
Offer and Call to Action: RingCentral is trying to get existing clients to upgrade their phone systems. The offer is a savings of $20 per month.
Digital Technology Integration: None. Besides a phone number, they did list a web address that included a landing page for tracking leads. One suggestion would be to include a QR code that would take the consumer to a video or webpage about features and benefits of the upgraded system.
Personalization: None but not sure that it was needed. If the cost of the product was much greater it would make more sense to personalize.
Overall, this piece caught my attention enough that I saved it and wrote this blog about it! It was one of the more unusual pieces I have seen and marketers need to pull out all the resources available to them to get the attention of the consumer. RingCentral did that well.