It’s getting harder to stand out in direct marketing. Many marketers are grabbing attention by being creative and outrageously unique. A good DM piece manages the difficult task of blending creativity with a compelling message, often delivering both at the same time. If you’re reading a direct mail piece and laughing your head off or interacting with it in ways that excite you, then the piece has succeeded in delivering that balance.
Of course, motivations—external and internal—play a huge role in determining how to approach a direct mail campaign. A highly targeted piece aimed at generating leads will differ from one designed to create awareness. The challenge is always to make it compelling enough to make recipients rip open the envelope.
Here’s a countdown of 6 direct mail campaigns that successfully managed both.