Direct Mail Review: Cintas
October 8th, 2021
The uniqueness of a mail piece can give me a reason to stop and look at it. We recently received a mailer from Cintas that was unusual. Let’s take a closer look.
Format: The self-mailer was oversized: 30” x 12” folded in half to 15” x 12”. This is the largest flat size possible under postal regulations.
Design: Since the mailer was so large, the font, solids and images were very large as well. This made it easy to read and appealing to the eye. The font used in most of the text was 30 point and even larger in certain areas.
Printing and Paper: Cintas used 100# gloss cover with a gloss aqueous coating. The stock was heavy enough since it was a cardstock and folded in half and arrived in good condition. It felt substantial.
Presentation: Wow, this is a really large mailer. First thing I noticed was just how large it was. Oversized direct mail nets a higher response rate. Even though printing and postage costs are more, the “open” rate can make up for it.
Purpose: Cintas is using this piece to thank their clients and introduce a new program. Cintas included a short letter to their loyal clients expressing their appreciation. They also included a description of their new Total Clean Program along with a url that would take the user to the web page that tells more about the program.
Offer and Call to Action: The offer was well presented, relevant and valuable. If any of those key best practices was missed, the mailer would not be as effective. The call to action on the self-mailer was very clear: scan or go to a web page to redeem a free gift. There was a time limit to the redemption making the call to action a little more timely by adding a sense of urgency. The gift itself was a Carhartt money clip.
Digital technology integration: Love it when companies integrate digital with print. Not only do they have a clear, strong call to action, Cintas also utilized a QR code correctly by telling what would happen if the user scans the code.
Personalization: None but none was needed. This piece was sent to an engaged audience: existing customers.
Overall, this direct mail piece had some great qualities that made it very effective, most notably the sheer size of the piece and the font size. It was able to grab and keep my attention with very little effort on my part.