Direct Line Blog

Two pieces of direct mail: one an almost-pass; one a fail

Share this article:
This past Saturday I received two direct mail pieces. The first, an oversized postcard from Manhattan Mini Storage, was particularly memorable. It was an offer for $18 storage with free pick up and it showed a picture of a portable closet, of sorts, filled with winter coats. I wasn’t sure if it was way ahead of time, season-wise, or just dumb luck on their part, but on Saturday it was an unseasonably warm 65 degrees in Manhattan.

It actually got me thinking about how much room my heavy coats were taking up in my closet. ‘Hey, I’d pay 18 bucks for an extra two feet of closet space!’ But by this morning, when the temp was back down to 40, and I was bundling up for work, that piece of mail went promptly in the trash.

The second was from Gay Men’s Health Crisis (GMHC). As I expected, it was their quarterly (or so) shipment of about 100 return address labels, and a letter asking for a contribution. It should be known that I have been receiving these for years. And while I am a member of HRC and was at one point a subscriber to The Advocate—one of which may or may not be where GMHC got my name and address—I’ve never given directly to GMHC.

The moral of the story is twofold: timing is everything and list cleanliness is next to godliness. On top of that, with today’s online bill pay, I use approximately two return address labels a month. Get with the times, direct mailers!

P.S. Oh, and Manhattan Mini Storage, if you could try me again in April, that would be fantastic.
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

4 Ways to Make 140 Characters Count

4 Ways to Make 140 Characters Count

Here's how to market a brand successfully in a Twitter bio.

It Ain't Easy Being a Green Marketer

It Ain't Easy Being a Green Marketer

If brands are going to talk the green talk, they need to be prepared to walk the green walk. This and other Earth Day-related musings.

Relevance Is the "Sole" of Finish Line's Remarketing

Relevance Is the "Sole" of Finish Line's Remarketing

How the athletic footwear retailer applied its email remarketing tactics to Facebook.