Cutting through the noise – The best direct mail marketing I’ve received this year

At least once a week I hear expressions like “direct mail is dead” or “there is so much junk mail.”

If you know anything about me, you know I’m a fan of direct mail. If there is one thing that I focus on when it comes to direct mail (regardless of quantity or the call to action) is that a message to market match is the most critical aspect to direct response marketing. This is true whether you’re a financial advisor or an automobile dealership.

I love receiving mail and reviewing the “gut impact” it has on me (and others). Frankly, most of it sucks. And the reason why people may utter the words “direct mail is dead” is because there is a lot more noise today and far more people and things vying for our attention than there was 20 years ago (on top of the fact that we all have shorter attention spans nowadays).

So when I receive something that stands out amidst the sea of mail, it warms my marketing heart. Earlier this week I received a piece of direct mail marketing that is currently sitting atop my personal list of impactful marketing efforts for 2018.

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I received this in a UPS box, so it certainly made it to my desk. It came from somebody who had sent me a couple of emails previously, but I had not responded to him. My guess is that he knew that I opened them, and he may have even known that I forwarded one of his emails to a colleague of mine. This is likely what triggered in his system that I might be a somewhat interested prospect (even though I hadn’t reached out to him).

Inside the UPS box was a hand written envelope with my name on it, along with a short note to me. The gentleman is selling suite packages for concerts and sports events being held in New York City. He likely targeted me as the CMO of a financial institution that may host events where we would use suites to entertain clients and/or prospective clients.

The really cool part of this was that he included an autographed picture of Magic Johnson dunking in the NCAA championship game. What makes that particularly impactful is that I’m a Michigan State Alum and a fairly big MSU sports fan. This immediately increased the perceived value of the “gift.” He even included the certificate of authenticity.

Talk about cool. In the grand scheme of things, the autographed picture wasn’t likely that expensive (I found them online for around $50-100). But because of who I am, the value is far higher… and I certainly shared the story with colleagues of mine.

You might be asking… will we do business with him? I have no idea. To be honest, we don’t do that much in the way of suites (especially not in NYC). But I can assure you that I feel a sense of obligation to reply to his next email or call. I’m likely even going to send him a thank you note, and may even keep my eyes peeled for a way to “repay” him in some way.

I realize you won’t spend this kind of money for a big group of people, but I would encourage you to think about creative ways that can break through the noise of all the junk mail your ideal clients receive.

And since it’s football season, there’s only one fitting way to end this post… GO GREEN!

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