These Direct Response Letters and Campaigns Delivered Great Results - Yours Can Too!
Direct response letters and ad campaigns are the heartbeat of successful marketing. While general brand promotion is a great tool for generating awareness among potential clients, direct response content strategies is where you can drive leads and conversions.
The success of direct response campaigns is determined almost exclusively by the next steps that the reader takes. If they follow the desired CTA, the content can be considered highly effective. While direct response ads can extend to emails, landing pages, and social media messages, sales letters remain the primary focus.
Therefore, sales letters are where your focus should remain when looking for inspiration. Here are five great examples of ads direct mail.
#1. Skoda Yeti Postcards
When Skoda released the Yeti, its direct response sales letters set out to grow interest in the vehicle and its core features with a heavy focus on its driver assistance feature. Through the use of a removable car and some cleverly placed magnets, the copy of the direct mail postcard instructed users to place the car on a depicted road. When they did, the car would automatically move into a parking spot.
The postcard had the wow factor, a sense of interaction, and a clear message that worked with the overall direct mail ad campaign and product. In turn, the sales letter and postcard went a long way to changing perceptions of the manufacturer's innovation and ability to promote a cool vibe. This increased interest levels in the Yeti itself as well as the entire Skoda range at the time.
#2. Stadium Shoe Boxes by Nike
As a sports manufacturer, the idea of mail delivered stadium shoe boxes was the perfect match for Nike's Singapore-based marketing strategies. The boxes, which were supported by a sales letter, were sent to a target demographic of soccer-loving kids. From the outside, they looked like standard Nike trainer boxes. Once opened, they became sports stadiums with customized interior designs and sounds.
The clever marketing stunt increased the company's presence as the country's top brand in the industry while the boxes themselves became something of a collector's item. The fact that the exteriors carried the same design as standard Nike trainer boxes also offered a continued reminder of the brand. At the same time, the campaign gained awareness around the globe due to social sharing and interest in the unique style.
#3. Candle Box by Earth Hour
Sales letters aren't only a great tool for B2C interactions and can play an equally telling role in B2B communications. Moreover, the call-to-action needn't always be linked to sales, which was shown by the Candle Box campaign. To celebrate Earth Hour, yellow candles housed inside black boxes were sent to CEOs with the goal of getting them to think about their energy usage and wasted lighting.
As the candle was lifted out, the windows of the box would turn from yellow to black. This represented turning off the office lights. Given that support of the campaign grew by 260%, it is clear to see that the strategy is one that worked in both the immediate and long-term plans thanks to a novel and memorable approach. The sales letter was straight to the point, but the design made it a truly innovative campaign.
#4. US Bank
The US bank direct mail ads was a highly successful campaign in recruiting new customers and achieved everything a good direct mail campaign should. The iron cross boxes encouraged interaction from customers to create the product while each side of the box carried clear and concise text copy and images. The bank's message and CTA could not have been clearer for users to understand.
Images of the bank card offered further clarity about the purpose of the mailer while the depicted gift box cemented the idea of providing value for free. When combined with the iconic blue and white color scheme that meets the brand aesthetic while maintaining a highly professional vibe, the campaign's success is easy to understand. A lot of new customers signed up to the bank as an upshot.
#5. Nature Box
Nature Box's direct mail response was a particularly productive one, not least because success was easy to track. The 50,000 sales letters provided recipients with a $10 off voucher at the checkout. Net revenues per customer increased by 60% while the orders per customer ratio climbed 35% too. This signaled a fantastic ROI given the small cost of the campaign and short promo period.
The Nature Box mailer was straight to the point once opened while the copy on the front was very effective too. Recipients could see where the package had come from while the simple message built intrigue and excitement. The reminder of store credit also established a sense of personalization while promoting the idea that the company had done the reader a favor in the process. No wonder it worked.
So How Can You Write Better Sales Letters?
When seeking ways to develop better skills relating to copywriting or the formulation of ideas, the case studies above all prove that first impressions count for everything. If you can't grab the reader's attention right away, the sales letters will inevitably end up in the trash. As such, the campaign will be considered a waste of time and money. Whether working on your business or on behalf of a client, this is the last response you need.
While there are many contributing factors to consider, ranging from design color schemes to wording choices, one of the most integral features is to put yourself in the reader's shoes. To deliver engaging content, you should aim to;