Direct Mail Piece of the Week: Capital One
March 25, 2019
Having a visually interesting direct mail piece can go a long way towards getting the recipient to open or read it. We recently received a piece from Capital One that checked off the “interesting” box. Let’s take a closer look.
Format: This direct mail campaign included an oversized 6” x11” outer envelope along with a brochure, application terms and two loose sheets of paper. The brochure had an overall size of 9” x 24.25” and was folded to 5” x 9”. The loose sheets were 8.25” x 10.5” and were folded in half. The application terms had an overall size of 5.5” x 25.75” and folded to 3.75” x 5.5”.
Design: Full color throughout, professional in appearance with just the right amount of text to photos and images. The brochure captured my attention with large, full color photos and its unusual size.
Printing and paper: Here is where Capital One excelled. The outer envelope was a dark blue linen cardstock with silver foil. The silver foil contrasted nicely with the dark blue paper. Capital One also went above and beyond a normal envelope stock in that they used a cardstock instead of a text weight paper. Capital One frequently mails to us. The difference I have seen over time is with the envelope. Capital One has used the same stock and have used silver foil, however, they are utilizing silver foil as teasers on the front and back of the envelope. Capital One also introduced embossing on the front envelope teaser which is very unusual.
Presentation: The envelope color, embossing and silver foil, coupled with the large size, made it stand out in the mailbox. Oversized direct mail does result in higher response rates, as does direct mail in unique envelopes.
Purpose: Capital One is trying to gain users for its Venture credit card.
Offer and Call to Action: If the end user signs up for the Capital One Venture credit card, the consumer will get unlimited 2 miles per dollar and receive 60,000 bonus miles when they spend $3,000 on purchases within three months of opening an account. The call to action was to apply by calling an 800 phone number or by going online to sign up. There was a clear indication that this was a special offer that had an expiration date.
Digital technology integration: None. It was not really needed. However, to make the application process quicker, Capital One could have included a QR code that would take the recipient directly to the application.
Personalization: The folded letter was personalized in several places including the name, a unique reservation number and an access code.
Overall, this direct mailer had some really great qualities that made it very effective. The feel of the embossing and “pop” of the silver foil were the stars of this mailer. Capital One was able to grab and keep my attention with very little effort on my part.
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