Direct Mail Piece of the Week: American Express
June 1, 2016
We all know the list and the offer are critical with any direct mail campaign but let’s not forget the creative. We recently received a visually appealing direct mail piece from American Express. Let’s take a closer look.
Format: The envelope was 6” x 9.25” and the inner piece was an overall size of 18.5” x 16” folded to 5.75” x 8.75”.
Design: This piece really stood out from the moment I saw it. The use of a translucent envelope made the piece inside very noticeable. American Express used a few words on the address side that appeared above the address, the first line all in caps: “An Exclusive Invitation” and then the second line in lower case: “for businesses that accept American Express Cards. “ American Express had those two lines printed in gold ink which also made it look exclusive. The other side of the piece was printed in gold and said: “You’re invited to profit from greater flexibility, control, and financial strength.” The mailer was actually designed like an envelope and was diecut and folded as such which made it look unusual and added to the appeal.
Printing and Paper: The inner piece was printed on 100# gloss cover and had the right blend of metallic gold ink and white space.
Presentation: The translucent envelope made this direct mailer more noticeable and also results in higher response rates.
Purpose: American Express is using this piece to drive business to their Merchant Financing division.
Offer and Call to Action: The offer was receive up to $440,000 in financing at a fixed fee of 7%. The call to action was to apply for financing online or by phone in three easy steps.
Digital Technology Integration: None but none was needed.
Personalization: None. Mailer was addressed to the Business Owner. They could have included an actual name which would increase open rate.
Overall, a solid piece and this illustrates how much a creative piece can impact the success of a direct mail campaign.