5 Unusual Direct-Mail Techniques to Try

Ink-jet personalization
The next example of marketing to pet lovers is really clever. No, it’s not the three die-cut windows or the check insert to help offset costs of keeping your pet healthy (OK, those are pretty cool too). Rather, it’s the ink-jet personalization of the pet’s name on the outer envelope! In this example, the personalization is done after insertion so it is a matched mailing. Although a little more expensive, this technique is attention-grabbing. You don’t only have to use Fluffy’s name, either. Personalization of any type on the carrier is always striking.

From simple to high-touch
This self-mailer is an example of how to elevate a simple piece to high-touch. The target market is individuals with “above average assets” in need of personal insurance solutions. The outer panel looks fairly ordinary — an image of a single puzzle piece on a black background and the teaser: “Finally … a complete picture for you.” Fold back the first panel and the die-cut puzzle panels invite you to continue unfolding and revealing. The square format includes a nested letter and requires a tabbed closure. If you didn’t already know — square-shaped mail requires additional postage. I can see this being useful to help tell a story for any charity, especially those with photos that tug at the heartstrings.

If you discover a nugget of inspiration in your mailbox (or create one), I’d love to hear! Tell me about it (sending a photo is even better!) by emailing me at CKeedy@psmail.com

Cheryl Keedy is senior strategist of direct response and marketing formats at Production Solutions. Reach her at ckeedy@psmail.com