Direct Mail - Doelgroepselectie & data - Loyalty - Productie - Publieke Sector - Retail & Distribution

Nothing Beats a Personal Letter.

25/03/2014

The Irish Post Office, An Post, wanted to demonstrate how effective a personalised and well-crafted piece of Direct Mail could be in driving customer loyalty.

Background

There was great interest in loyalty marketing in Ireland. But an increasing number of companies were using email to retain and reward valued customers. The Irish Post Office, An Post, wanted to demonstrate how effective a personalised and well-crafted piece of Direct Mail could be in driving customer loyalty.
As well as raising awareness of mail’s capabilities, the campaign needed to generate Sales meetings for the marketing and agency teams.

2_DD_envelopeScan

Idea
3,000 senior marketers and agency people were targeted and sent a one-of-a-kind direct mail letter, executed in a real hand written style.
The thinking was, nothing beats the impact of a personal letter. The first name was personalised throughout the letter, which was presented in the authentic hand-written style of Amie Peters, Head of Direct Mail, An Post. The letters were then debossed to mimic the pressure of a nib on paper, as if each was hand-written individually.
The piece also featured an interactive stamp on the envelope. This drove recipients to a dedicated An Post Direct Debate page on loyalty.

3_DD_productionProcess

Results
Several leading brands in Ireland have wanted to replicate the hand-written letter approach themselves.
Clearly, the mailing made its point.

Comment
Technology is incredible. Now you can even replicate someone’s handwriting and make a mass-produced letter look as if it was written personally and laboriously.
Seems like a lot of trouble to go to, but that’s because when something looks as if it has taken time and trouble to do, you tend to take the time and trouble to look at it.
What’s interesting is this is a piece of branded content as much as it is DM. It is designed to engage and inform with a light touch rather than do the heavy sell on mail as a medium. Smart.
Usually, when Postal Servics try to sell mail they go heavy on statistics, which can be pretty dull. 94% of all mail gets opened; ROI is 11% higher than for email, etc etc. It’s good to see An Post being altogether less rational. I just wish they would be more forthcoming with the results so we could have proof that appealing to the heart is more effective than trying to win the mind.

Agency:
Target McConnells
Client:
An Post
Product:
Direct Mail
Title:
Nothing Beats a Personal Letter
Media:
Direct Mail
Country:
Ireland

Creative: John Watson

Patrick Collister
Patrick Collister

Editor Directory Magazine

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