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.
All of our targeting, messaging and audience insight was utilised in a mailing where almost every detail was crafted and constructed and shaped to work as hard as it possibly could.
It has to get past barriers to get opened, disable barriers when read and persuade them that this offer is genuine and for once, they should seek help.
We have to give them everything they need - but no more than that. Too little content and they may not be persuaded. Too much and they may miss a key element or just lose interest.