What are some of the key takeaways here that you and I, as a business owner/manager and marketer, might apply in our own efforts? 1. Shuffling through the balance of the enclosures, I find a colorful travel benefits brochure, a handy FAQ sheet, and lastly, a sheet of legalese about the Amazon Rewards Program (this IS a financial services notice after all).
AND, because I’m an Amazon Prime member, these additional benefits are automatic… no action required!! (these words evoke a similar pleasure to the word FREE!) The next thing I see is the cover letter, which quickly grabs my attention and keeps this mailing from crashing and burning by succinctly and clearly announcing to me the special benefits and rewards upgrades to my Amazon Rewards Visa Signature card.
Yes, it’s about my credit card, but no, it’s not a solicitation but rather an announcement of expanded benefits. THUD!! All this buildup for a credit card solicitation? Yes and no. I quickly see that this mailing is about my Amazon Rewards Visa card. So, not only am I looking forward to something that will make me smile, but it contains something I’m not expecting in other words… I’m about to experience a nice surprise! I open the envelope and on the inside of the flap is the phrase “ …in unexpected places.“ What could be inside that will bring a smile to my face? On the outside cover of the enclosure is a phrase “ Expect more smiles…” I’m intrigued. I open the envelope and pull out the piece inside that’s a folded enclosure with a little heft to it. It’s physically in my hands – I’m touching it, inspecting it, and ultimately opening it something digital cannot do.And, I suppose, therein lies the power of this particular piece of mail. So notwithstanding Amazon’s association as the quintessential online transaction experience, I’m now holding a piece of mail from the largest digital presence in the universe. And, for anyone who’s an Amazon Prime member (that be me), I’m continually impressed by how easy they’ve made buying stuff to the point where I don’t think much about it quick search, 1-click checkout, arrival at my door 2 days later. I mean, who hasn’t purchased something on – the quintessential online retailer of “everything”. Curiously enough, I think it’s because of the relationshipI have built with Amazon that gives their brand a seat at my table. I found myself wondering whythis elicited such a strong response. I have to admit that this got my immediate attention, putting aside the other mail pieces, curious to see why Amazon was mailing me. Included in my personal mail was an envelope addressed to me from Amazon. I had an unexpected surprise in my mailbox a couple of days ago. Read below for another review of a past direct mailing from Amazon! Let us help you design and print a targeted direct mail campaign to generate qualified leads for your business. Even those entities that have built their brand as aĭigital, online presence are still relying on direct mail to improve theirĪt Paw Print, we specialize in direct mail marketing. People photo created by bearfotos – Receiving a direct mail letter from Amazon may not be asĮxciting as seeing a UFO or winning the Powerball, but it does have an While younger generations have a positive view of direct mail, Baby Boomers and the Silent Generation typically respond more regularly to marketing like direct mail than to digital marketing.
Desing and print mailings for advertising upgrade#
Prime music a certain amount of time per month, making them ideal candidatesįor an upgrade to a more expansive service.Īnother reason could be demographics. Or, maybe Amazon has been tracking Prime users who listen to Not clicked, as Amazon felt they had a better chance of breaking through the Possibly this letter was sent to those Prime members who had seen the ad, but Iįind popup ads invasive and annoying, and I’m sure many of you do, as well.
Members who had seen and clicked out of the ad a certain number of times. We could conclude that the letter mailing was sent to Prime However, the offer isĪlso successful as a standalone marketing letter. So, the letter works asĪn additional touchpoint and follow up piece to that ad. The popup ad was seen and clicked out of several timesīefore the direct mail piece appeared in Tom’s mailbox. ( Music photo created by freepik – This letter started out as a digital offer, made through theĪmazon Prime Music app. This direct mail piece accompanied a digital advertisement made through Amazon’s music app.
0 kommentar(er)
