This postcard was in my mailbox one recent Saturday morning.
When I got it, I paid attention because it applied to me. I travel constantly and have to replace my carry on every few years.
I clicked on the QR code…I watched the short video and bought it.
Was I looking for a new suitcase? No. The offer was compelling!
So, direct mail does work – when you send it to the RIGHT moose – according to Steve Miller who wrote the book Uncopyable.
I am the right moose, the right target customer, for this postcard – I have no idea how they got my address – probably from the Delta Diamond Medallion flyer list.
There is a photography insert for the suitcase – which I also bought – which will make carrying my cameras and lenses much easier.
They got the right person twice!
Did I pay attention to the postcard because I don’t get a lot of mail anymore? Potentially. However, I saw the picture and it related to me.
Would I have paid attention to it if the message had been emailed to me? I don’t know. It could have been caught in my spam filter or I ignored it because I was busy and didn’t take the time to open an email from someone I didn’t know.
They sent a postcard, which I related to, and I invested the little bit of time to watch the compelling video and bought.
Find your right target audience, send them an attention getting offer, and they will react.
You can spend the hours to calculate the ratios and graph them yourself or you can have software calculate the ratios and graphs for you in less than 10 minutes a month.
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