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30th August 2013 Sara Lock

Resources by Neil Ireland

Do's and don'ts for a successful direct mail campaign

This case study from outside of the arts is worth a quick read for some evidence based ‘do’s and don’ts’ for direct mail.  It's a short Marketing Society paper (Marketing Society Scotland - Gold Star Award 2013) that demonstrates what makes an effective piece of direct mail.  The ‘Make Your Winter Feel Like Summer’ campaign succeeded in helping over 1,600 of the households in Scotland hardest hit by fuel poverty to enjoy warmer winters and huge savings on energy costs.  The challenge was to get people thinking about fuel poverty during the summer.     

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