Broadband provider EE has been running a massive brand campaign for almost 18 months now, with new TV adverts showing how the brand delivers its best-in-class connectivity to real UK families from all walks of life.
A distinctively branded acquisition mailer
While the campaign has firmly positioned the brand as the UK’s leading broadband provider, the ultimate objective is more broadband customers. So, alongside the flagship campaign, the marketing team has been running a distinctively branded acquisition campaign, using mailings like this one.
It’s a smart, localised mailing that is both interactive and trackable. Let’s do a quick audit of EE’s mailing to see what makes it so effective.
A simple format that plays on its physicality
The big advantage direct mail has over digital channels is that it’s physical. You literally have to pick it up and use your hands to interact with it. Compared to digital media, mail offers a more ‘real’ experience, making the presented marketing idea more emotionally engaging. The format of this mailing leans into that quality, inviting the reader to effectively ‘unzip’ it to find out more, not once but twice.
The mailing is part of a localised campaign that leads with the wider location—Manchester—but then offers directions to the recipient’s nearest EE store inside the leaflet.
Single-minded focus on the proposition
It presents a simple message—as any good brand-building campaign should—but the mailing goes to great lengths to promote it as hard as possible. Note how many times the proposition—better broadband—is mentioned—twice on the ‘outer’ and at least five times on the inside.
The mailing also includes a QR code that, when scanned, directs the prospect to a landing page where they can enter their postcode and address to receive personalised deals. It’s a clever way to utilize modern technology to enhance the effectiveness of the mailer. The landing pages enable the prospect to learn more while the brand gathers real-time tracking data on which households have shown interest in the offer and when – all from a single scan.
A cost-effective way to reach new customers
In short, for a relatively low cost, EE has put its latest deals in front of its prospects, complete with a compelling offer—nothing to pay upfront and three months free—and the opportunity to find out more either in person, over the phone, or online. All in all, this is an excellent example of how simple yet connected mail can be a cost-effective way to reach new customers.
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