Direct Mail Review: Lincoln
June 20, 2021
Lincoln consistently sends mailers that are beautifully designed and printed. The visual and tactile effect of a design and the feel of the paper can really enhance a mailing campaign. Let’s take a closer look.
Format: The mail piece consisted of a 6” x 9” outer envelope and an inside brochure folded down to 5.5” x 8.5”. There was also an insert card sized at 5 3/8” x 8 1/8”. The overall size of the brochure was 15 7/8” x 17”. The pieces might seem basic but a lot of thought went into the design functionality.
Design: The envelope was full color and included a dark ink color on the envelope flap which contrasted nicely with the lighter background. Lincoln included a tagline: “Open for an attractive private cash offer”. The back side of the envelope was a continuation of the background of the front side which was a landscape with mountains in the horizon and an up-close photo of one of their vehicles. The brochure cover had a photo of four Lincoln vehicles. The inside was a nice mix of photos of each vehicle along with some accompanying text highlighting each vehicle as well as benefits of being a Lincoln owner . The photos were high quality and the exterior shots illustrated different climates and city vs. country, as well as night and day. I loved the layout of the brochure: it opened out then opened downward which is unique but easy to follow along. The insert card had another photo of the four vehicles along with the offer and how to enjoy the shopping experience.
Printing & Paper: Soft touch coating was used on the brochure which many believe is luxurious to the touch. The stock was heavy enough (100# cover) and it arrived in good condition.
Presentation: Because Lincoln printed the envelope in full color with an attractive design, it really stood out in the mailbox. The teaser copy on the envelope is also meant to drive open rates.
Purpose: Lincoln is using this piece to drive sales.
Offer and call to action: The offer was well presented, relevant and valuable. The call to action was very clear: visit a dealer or build a vehicle online. The offer was either $3,000 cash if the consumer purchased a Lincoln Navigator or $2,000 for purchasing an Aviator, Nautilus or Corsair.
Digital technology integration: Loved that Lincoln clearly indicated what the end user was to do with the two QR codes. The first code said “Scan this code to build and price a new Lincoln”. The other QR code said “Scan this code to request a virtual tour”. Most importantly, the QR codes took the user to the specific page (the landing pages were different).
Personalization: None but none was needed. The end user could customize their own experience online based upon their needs.
Overall this mailer had some great qualities that made it very effective: the overall design, brochure layout and QR code usage were all very well done.