Creating direct mail without studying other people’s direct mail success is like trying to do brain surgery without studying brains.”
– axel andersson, direct marketing entrepreneur
Fortunately, to guide your marketing strategy, direct mail design, and copywriting, who sends what! includes thousands of direct mail examples for your inspiration.
We’ve selected 55 examples, almost all from 2020, that provide a starting point for proven ways to profitably help customers with their direct mail.
→ Download Now: 107 Inspirational Direct Mail Ads
1. benefits, not features
hello fresh, a meal kit provider startup, has used direct mail extensively as part of its marketing plan. in this february 2020 effort, on an autoshipper dashboard, icons and short copy work together to describe 3 big benefits of the service.
2. large images
This large image on the front of an August 2020 auto-mailer easily illustrates united healthcare’s virtual visits.
3. product sample as participation device
function of beauty offers customizable hair care products. scent strips are just a few of the many possible options that drive that point home in this February 2020 autoship.
4. checklist as participation device
pnc investments gets prospects thinking about their retirement plans, and seeking help from the company, with a 5-point checklist postcard mailed in March 2020.
5. questionnaire as a participation device
this questionnaire on the front of the outer envelope intrigues the audience in this acquisition effort for the harvard heart letter newsletter, a great control.
6. headline with a question
A headline that asks a question is more powerful than one used in the middle of a paragraph because it immediately grabs the reader’s attention, like in this July 2020 email from relax the back, a bed store. it also sets the stage for the rest of the field.
7. web experience
Today’s customers expect businesses to be accessible in many ways on the web. retailer wine.com’s April 2020 postcard highlights their online apps and tips.
8. known brand
some companies take advantage of their brand images from television and other media to stand out in the mail, as geico and other insurers often do. this example is from February 2020.
9. welcome
mail can welcome a new customer and provide valuable paper backup. Asurion, a device insurance and warranty provider, sent this letter to a Verizon Wireless customer in January 2020.
10. testimonials
Whether you’re a business or a nonprofit, find ways to showcase your impact on people’s lives. This Florida Gulf Coast University appeal from February 2020 highlights how donations helped these students.
11. free
There is probably no word that works better than “free”. Here, Estee Lauder offers a customer a selection of her cosmetics available at Macy’s in this March 2020 auto-mail delivery.
12. emotion
In any category, tap on one of the top 7 emotions to drive action with the copy and images you use. here, roadrunner sport is committed to exclusivity in this offer from May 2020.
13. magnets
There are many reasons to include a magnet in your direct mail, such as providing information and generating exposure. This eye-catching March 2020 postcard from the American Psychological Association uses a magnet to drive membership renewal.
14. handwriting
Handwritten fonts stand out against mail that uses standard type, as in this outer envelope for the city’s union mission.
15. reference
Also known as friend-gets-a-friend or member-gets-a-member, a referral leverages your relationship with a customer to make their friends an offer. Reliant, an energy provider, sent this postcard in July 2020.
16. johnson box holder
headlines work best where they can be noticed, such as in the johnson box area of this letter, sent by the wholesale bj club in July 2020.
17. you
“you” is a powerful word on which to focus your sales pitch, as does the famous shoe in this email from May 2020.
18. fascinations
marketers like consumer reports tease potential customers with “wows” (little bits of information) into emails like this one from June 2020.
19. content
Information can make a difference in the lives of consumers and businesses. Health systems use content to educate patients, like in this June 2020 newsletter from Orlando Health.
20. special offer
A popular catchphrase in direct mail, “special offer”, was used by the target retailer in this January 2020 mailing to draw attention to the interior.
21. custom maps
A custom map uses variable data printing (vdp) to display an exact map from the consumer’s door to yours, as in this example from Patient First, a chain of urgent care centers.
22. new engines
Recent movers are prospects for many services and products that can help them settle into a new neighborhood. This May 2020 postcard from the safeway supermarket chain includes coupons and freebies.
23. augmented reality app
add virtual content on top of the print with an image compatible with the application. In this February 2020 example, offering updated customer service, the telecom provider’s spectrum includes a message that plays when the part is scanned.
24. qr code
loyal carnival cruise line customers can respond to a credit card or travel offer by scanning the qr code on an inside piece from this July 2020 campaign.
25. icons
Using icons makes it easier for the customer to follow your call to action, like in this May 2020 email from Subaru.
→ want more high performance examples? download here
26. subtitle
a good subheading follows the headline explaining a benefit, like in this email from at&t from January 2020.
27. free shipping
“Free Shipping” is a perk many shoppers now expect from retailers like wayfair, in this March 2020 sale.
28. loyalty rewards
Keep your loyal customers engaged with new offers. This March 2020 postcard from 1-800-petmeds offers 30% off and free shipping on future orders, and is also personalized with the customer’s and pet’s names.
29. rich colors
Ink and paper can bring creativity to life. This tantalizing spread comes from an autoship shipped by the meijer supermarket chain in August 2020.
30. stories
When authentic, stories can be powerful and inspire people to donate money to a nonprofit cause, like this June 2020 appeal from the reserve animal rescue.
31. business alliances
doordash, a food delivery service, is reaching out to restaurants to expand its business with this postcard from September 2020.
32. infographic
An infographic insert lays out the main terms of a business loan in this January 2020 american express campaign.
33. embossed envelopes
This envelope, sent by capital one in February 2020, has an embossed print on a linen background to make it stand out.
34. letter: short copy
Which is better, a long copy or a short copy? It depends, but Geico has had a winner with this short card for years.
35. letter: long copy
on the other hand, your letter has many points to highlight. That’s what captions do, and as this April 2020 appeal from the National Audubon Society shows, images can help, too.
36. cooperatives for start-ups
Local and national brands use cooperative advertising to reach customers in various geographic segments. share media continues this trend by partnering with startups to test direct mail, like in this August 2020 campaign.
37. gift cards
Savvy marketers use gift cards to entice customers to respond to an offer, like the home loans did in this December 2019 mailing.
38. in-person client update
In January 2020, ace hardware mailed an offer to upgrade a customer to their rewards program. instructs them to take the postcard to their local store and use the coupon when their membership is activated.
39. cost breakdown
Show your customers exactly what they get for doing business with you and how much they can save, like in this spring-green lawn care ad from March 2020.
40. big guy
To stand out in the letterbox, increase the point size of your title. healthy directions promotes its heart supplement in the envelope for its May 2020 promotion.
41. p.s.
Letter readers, many studies say, jump right into the postscript after signing. this p.s. reaffirms the impact of a gift for project hope’s covid-19 appeal in June 2020.
42. vacation
Malls and online retailers aren’t the only ones that can take advantage of the holiday shopping season. broadband provider wave made a black friday sale in november 2019 with this autoship.
43. newsletter
Even in the age of email, many nonprofits rely on the value of a print newsletter to keep many members engaged…and donating. This North Shore Animal League Newsletter was mailed in July 2020.
44. postage stamp
Feeding America, a national network of food banks, mailed this fundraising effort with a defocused overseas stamp in April 2020. In some cases, it’s a proven response-raising tactic.
45. whitespace
white or negative space in the design prioritizes customer focus, as shown in this January 2020 b2b mobile payment provider square.
46. punch out answer
a plastic postcard with a punch card keeps your offer and call to action in front of a potential customer. comcast sent this email in January 2020.
47. coupon
one of the most iconic (and successful) coupons has been sent by the retailer bed bath & beyond with little change over the years.
48. happy birthday
segment your database and reach your customers on their special day with an offer. gap offers a 25% discount to its cardholders in this February 2020 shipment.
49. call to action
Your call to action (CTA) should be easy to find, like in this letter mailed in January 2020 by citizens one to a potential personal loan client.
50. segmentation
Instead of generic creative, mailers like ringcentral segment and target their campaigns based on factors like business type, like this offer did in July 2020.
51. social values
bombs, a b corp. sock, demonstrate social responsibility in this December 2019 autoship.
52. discounts
mail-in flyers give you a lot of room for creativity. Why offer one discount for customers to buy when you can offer three, like Kohl’s does with this August 2020 mailing?
53. security
the threat of covid-19 continues to stimulate direct mail activity. The August 2020 Class of National Pen Corp. for masks with personalized labels, a free sample was included in the envelope.
54. green print
The Natural Resources Defense Council, an environmental advocacy group, lives its values by using the green direct mail option and starting with this notice about using recycled print materials on its outer envelopes.
55. membership gift offer
in February 2020, the disney movie club is offering a free gift for joining, then explains and shows much more in this insert.
→ access 107 high-performing direct mail ads for free
final thoughts
Hopefully, seeing so many creative direct mail examples provided insights that can help you push direct mail successfully. with who is sending what! you can consider possibilities that result in direct mail ideas that make your job easier and your customers’ lives better.
like your personal swipe file, who submits what! highlights great examples of direct mail advertising because it’s valuable to see what others have done successfully.
We’d love for you to share with us some of your favorite examples of direct mail ideas that work, and we’ll add them to this article!