Casper’s Approach to Direct Mail
Many marketers these days make the unfortunate mistake of thinking that direct mail is dead. In actuality, that couldn’t be farther from the truth. In the digital age, consumers’ email inboxes are inundated with ads and special offers each and every day. If this is your sole marketing outlet, you could be missing out on a huge chunk of the market, as many of your emails will likely go straight into the trash folder without even being opened.
Casper, the mattress manufacturer, makes excellent use of direct mail in its marketing campaigns. You have likely received one of its glossy, blue mailers at some point over the past couple of years, as the brand sent them out all across the country. Here’s what you can learn from Casper’s mailers as you seek to optimize your own direct mail strategy.
Casper’s mailers are printed on durable, heavy cardstock with a glossy finish. You can truly feel the quality of the piece when you hold it in your hands. This is not an area in which you should skimp, as the quality of your mailers speaks to the quality of your business overall. If your mailers are of poor quality, what is to stop your customers from thinking that your business is sub-par as well? Spend the extra money to get the best possible quality to show your brand as positively as possible, right from the start.
The primary goal of direct mail is to let prospective customers know about your products and services, and Casper is excellent in this regard. Its mailers include all relevant details about the company’s mattresses, while also explaining to customers how they will benefit from their purchase going forward. In crafting your own mailers, think about things from your customers’ perspectives. What features will likely be most important to them? What goal are they trying to accomplish with their purchase? The answers to these questions will guide you in choosing the most relevant information to include on your mailers.
Casper is known for its 100-day free trial, enabling customers to truly experience the mattress before they make their final decision about buying it. Of course, you don’t need to offer your products or services free for 100 days, but it is a good idea to include some kind of special offer to entice recipients to visit your website. Make sure that your offer is featured front and center so there is no chance that readers will miss it.
The call to action is quite possible the most important component of your mailer. This is the portion that tells prospective customers what they need to do next. Language like “call now,” or “visit our site to learn more,” guide your customers as they move to take advantage of your special offer and make a purchase. Keep it simple and to-the-point to minimize the possibility of confusion. It is a good idea to create a sense of urgency as well, for example, by letting customers know that the special offer is available for a limited time only. This way, customers will be encouraged to take action immediately, rather than setting your mailer aside to deal with later, only to forget about it.
When you are ready to incorporate direct mail as part of your contact or acquisition strategy, we are here to help. We help digital and catalog brands manage and execute their direct mail campaigns. Get in touch with us today to learn more about our direct mail services.