I just wanted to give an example of a company that does a great job with their direct marketing campaigns. The company is Tepperman’s, which is a big furniture store here in Ontario.
I bought something from them when I first moved into my house, and since then I’ve regularly received marketing materials from them. I would estimate that I get something personal in the mail from them about every two weeks. I haven’t bought anything from them since they’ve been sending out the mailings, but that is because I bought a bunch of new stuff when I first moved in and haven’t needed anything.
Check out the piece of mail I received from them recently..
In this example you will see they use a personalized envelope that right away makes me curious on what it is. It has a coloured border and says “Urgent via expedited mail”. Most mailings I get from stores or businesses don’t have an envelope and are often just postcards or flyers, and they usually go right in the garbage. I’m not sure if it’s just me, but if it comes in an envelope with my name on it I’m more inclined to take a look at it. Tepperman’s always changes up their envelopes too, and half the time I can’t even tell it is coming from a business trying to sell seomthing.
In this particular direct marketing piece they’ve made it look like a long handwritten letter. They’ve got everything written out like it is handwritten and they’ve bolded a bunch of their key points.
This is actually one of their weaker marketing materials they’ve sent me – although still pretty good. Others have actually had my name written out on the letter, while this one just says “Dear Loyal Customer”. I also don’t like how they haven’t included any pictures of their products, but maybe it is something they are testing.
Anyways since this is a marketing blog I just wanted to post this up, as they seem to be one of the only companies putting in a good amount of effort and money into their direct marketing campaigns, and I’m sure it is paying off for them. I know if I had a brick and mortar business I would be doing the same.