It’s hard to believe that 2016 is over. Despite a seemingly endless political campaign, many of us are still asking; 'Where did the past year go?'. Sound familiar?
At Shawmut, we certainly know the feeling. It feels like just yesterday that we were announcing our annual holiday card program and thanking clients and employees for their support throughout the year. Although we’re excited for the year ahead, we couldn’t pass up the opportunity to highlight some of our favorite direct mail projects from 2016.
Quick Pivot’s “Bully Boy” Campaign
We love creative direct mail projects (particularly those that involve bottles of locally-sourced rum)! However, the real fun is when we can help clients work through a challenge and ensure that their creativity becomes a reality.
Quick Pivot’s Bully Boy campaign was part of their account-based marketing strategy and designed to introduce their marketing software to large retail clients. After brainstorming with Shawmut’s marketing team, Quick Pivot decided to “stir things up” and use a dimensional mailer that included a bottle of Bully Boy rum.
There are many regulations when it comes to shipping alcohol, but we were excited about the challenge. Our graphic designers got to work on the outer packaging labels and promotional materials while our production team created a schedule to accommodate the need to ship from a licensed distributor. We were also able to find a packaging solution to fit the unique dimensions of the bottle—all within an incredibly tight turnaround.
Harvard College Fund Appeal Letter
Direct mail doesn’t have to be flashy. In some cases, a well-written letter will do just fine, as long as it is relevant to the recipient. That’s certainly the case for Harvard University who has seen their success rate continue to increase with their ability to personalize direct mail for each recipient.
In 2016, Shawmut helped Harvard University with a number of appeal mailings which are sent to 5,000-50,000 people each time. In a recent project for their college fund, our variable data specialists worked with five messaging segments in addition to variable ask amounts, giving history and mailing information. In total, the mailing had up to 674 different combinations of messaging options—all of which were tested to ensure they fit within the design and letter format.
Using sophisticated variable data rules, Harvard can speak directly to parents in each household. The letters are personalized based on the number of enrolled students or alumni and the time they have spent at Harvard. This approach is not only successful; it helps keep costs down by printing offset shells and personalizing with variable data.
OBP OfficeSPEC Campaign
We all know there is no silver bullet in marketing. That’s why when it comes to direct mail, the frequency is as important as messaging, creative, the list, and offer. OBP Medical, which sells single-use disposable medical devices, has seen incredible success with their year-long OfficeSPEC direct mail campaign. OBP began working with Shawmut in early 2016, and to date, we have helped them with 26 direct mail projects. We started with their OfficeSPEC campaign and created a 3-part mailing program designed to increase brand awareness, generate leads, and reduce the cost of their previous sample box mailers. Working collaboratively with the OBP marketing team, Shawmut designed an oversized postcard, accordion folded mailer, and a die-cut
OBP began working with Shawmut in early 2016, and to date, we have helped them with 26 direct mail projects. We started with their OfficeSPEC campaign and created a 3-part mailing program designed to increase brand awareness, generate leads, and reduce the cost of their previous sample box mailers. Working collaboratively with the OBP marketing team, Shawmut designed an oversized postcard, accordion folded mailer, and a die-cut, self-mailer. Overall, this has been OBP’s most successful campaign—generating 249 leads and 18 wins to-date.
“It generated interest with an audience that we probably wouldn’t have been able to reach otherwise without Shawmut,” says Kelly Ottaviano, OBP Marketing Associate.
athena “Ace Productivity” Mailer
athenahealth worked with Shawmut on many direct mail projects in 2016, but one of our favorites was the “Ace Productivity” mailer.
Whenever we try a new format, we analyze it from all angles and do as much testing as possible. In this case, we saw some opportunities to help enhance the client’s message and create a better end product. Our design team started by creating a branded version of playing cards that incorporated the athenahealth logo and colors. We also helped them test several different stocks to ensure that the playing cards had a realistic feel. Lastly, we wanted the additional fax back form fit the creative concept. Rather than a separate and larger insert, we suggested a smaller version that was folded down and affixed to the box of cards itself and then shrinkwrapped—to create one simple package.
“This was the first time we’ve worked to develop a deck of cards, so there were a lot of learnings taken away all the way from design phases to production. We faced some challenges, but overall the end product came out how we wanted it to," said Nicola D'Errico, Marketing Associate for athenahealth.
Copyright Clearance Center Brownie Project
People love food, especially when it’s delivered to straight to their desk. In fact, the Advertising Specialities Institute reports that food is the number one reported gift for clients and employees. That’s why the team at Copyright Clearance Center decided to incorporate a sweet treat into their latest dimensional mail package.
They wanted to show recipients how their product, called RightFind, makes it easy to find and share information across an organization—almost as easy as sharing a box of brownies! The personalized box mailer included a freshly baked brownie and folded insert asking recipients to set up a consultation with Copyright Clearance Center. When they did, they’d receive a full box of brownies to share with their office!
This two-part offer strategy is a great technique to use with direct mail and one we have found to be very successful. By enticing recipients with a teaser and then providing an additional incentive for completing the call to action, you have additional opportunities to stay in touch. It also provides a way to reduce your direct mail costs. By holding back the higher value offers, you can spend direct mail dollars wisely since these recipients have expressed interest in your product or service.
Double Digit Growth in Direct Mail
2016 was a milestone year for Shawmut. We celebrated our 65th anniversary, installed a state-of-the-art H-UV Komori offset press, and added our 70th employee. However, one of the most impressive growth areas for the company has been in direct mail. In 2016, we sent a total of 16,786,270 pieces of mail. That’s a 66% increase since last year alone.
“Because everyone today just emails, using direct mail can be a huge differentiator,” says Michael F. Sciortino, the Sr. founder and CEO of Gratitude Marketing recently featured in Tactics Magazine.
As we move ahead in 2017, we are eager to help our clients continue to use direct mail because it offers one of the highest conversion rates among available marketing channels. In fact, direct mail marketing yields a 13-to-1 return on investment ratio, far outperforming its digital counterparts. Sure it can be one of the more expensive means of reaching your audience, but it can also be well worth the investment.
If you’re not sure where to start with direct mail in 2017, contact us and one of our direct mailing specialists will be happy to help.
