Sappi Launches "Act Now! A Better Response to Direct Mail"
 Print this article | Send to Colleague
Sappi Fine Paper North America (SFPNA), Boston, Mass., USA, this week announced the official launch of Act Now! A Better Response to Direct Mail, a dynamic, educational resource that guides readers through the essential principles of creating effective mailings that deliver results. Act Now! showcases the strategies and techniques behind how direct mail can strike a uniquely delicate balance: the ability to package a message that will not only pique reader interest, but also ultimately drive consumer response
"In an increasingly virtual world, tangible forms of communication can cut through the noise and have significant impact, and because of this, the value of mail should not be underestimated," said Jennifer Miller, EVP of Coated Business and chief sustainability officer, SFPNA. "The power of print combined with smart design elements that will increase engagement—folding, coating, integrated technology—is what makes direct mail more memorable for the recipient, and also shine in the marketing mix."
Sappi's ambition for this project was to clearly address the role of direct mail in an increasingly digital world while also designing a piece that captures the essence and excitement of how one feels when opening an engaging printed piece of mail.
By working closely with direct mail and format expert Trish Witkowski of foldfactory.com to drive the research and content that serves as the backbone of the guide, Sappi's Act Now! resulted in an easy-to-use, original resource for defining and demonstrating the advantages of mail, including its return on investment. In fact, Sappi notes, a recent study shows that direct mail brings in approximately $12 for every dollar invested (The Power of Direct Marketing, Direct Marketing Association, 2011-12).
"We put substantial effort into defining and demonstrating the process that is involved in getting the maximum achievable results out of mail, breaking it down into three distinct parts—strategy, format, and analysis," states Witkowski. "Anyone can get great results with mail at either end of the budget spectrum, and we're giving you the formula for success."
Design firm VSA Partners was charged with the creative on the project, whose final format is a tailored box with a clever opening mechanism. The recipient unzips the package to find a useful guidebook as well as varied samples of real-world mail pieces that serve as unique case studies. From a card campaign for a local butcher that wants to educate its neighbors on sustainable practices, to a dimensional format for Facebook, the samples showcase a variety of options that will inspire and educate by demonstration.
"Today's digital and data-driven marketers never ignore the fact that direct mail remains a vital part of the multichannel mix. Presentation is always key," saya Dana Arnett, CEO of VSA Partners, "and consumers often favor and appreciate print to be the most effective and captivating way to connect with a brand."
In addition to design suggestions, Act Now! provides designers with a simple set of guidelines to best navigate USPS mail requirements, and also instructs marketers on how to utilize current technology to optimize their distribution lists for results that are both creative and cost-effective.
|
|
