It’s tempting to believe that modern, online-only brands are strictly online-only marketers. But this is far from the truth. Global digital brands, such as Subway, Google, Amazon, Domino’s, GoPuff, and HelloFresh, to name a few, all utilise direct mail—both addressed and unaddressed—to acquire and retain customers. Let’s look at a typical Hello Fresh acquisition mailing to see why.
This mailing arrived in a plain outer envelope, but with a hint about the contents: a bunch of asparagus tips carefully positioned to be visible through the envelope window. Anything shown either on the envelope or through the envelope window acts like a teaser, whetting the reader’s appetite for what’s inside.
Making the offer feel more tangible
HelloFresh has tested various offers since launching its direct mail program. This one offers a 65% discount on the first order, followed by 20% off for the next two months. That provides the subscription with an especially low entry point and a compelling incentive for the prospect to give it a try. Two voucher code cards are tipped onto the mailing, too. Presenting the offer as a voucher helps make it both more tangible and interactive, thereby increasing engagement with the message.
Both cards include QR codes on the reverse, which, when scanned, direct the reader directly to the recipe boxes on offer. Notice, too, that one of the vouchers is ‘for your friend’. This is a neat way of encouraging people impressed with the offer to pass it on, gaining the brand incremental sales in the process.
Timing is key
I received this pack in January, and it’s unlikely that’s a coincidence. As a data-driven retailer, HelloFresh will have undoubtedly identified January as the month when many of us reconsider our food habits and aim to eat healthier and more wholesome food. I’ve had mailings in September, too, and probably for similar reasons. September is another time of year when we tend to focus on healthier eating after the indulgences of the summer holidays.
It demonstrates that timing your mailing well can significantly improve results. As we explain in this video masterclass, as much as 30% of the success of your mailing can be attributed to how well timed it is. In particular, focusing on life events – such as house moves, becoming a parent, or landmark birthdays – is usually a reliable way to make direct mail work for your brand.
Short, concise copy that works super hard
Although the mailing only amounts to two sides of A5, it manages to convey a wealth of messages. The proposition and call-to-action are laid out clearly and simply, with very economical copy. The 3-step section on the reverse manages to pull off a triple feat: spelling out how it works, overcoming potential objections (need to cancel, change meals, or skip a week? No problem!) AND presenting a compelling, emotion-first benefit (welcome to a world where dinner is always planned, simple and delicious.)
According to MarketReach, every household that matches the HelloFresh customer profile has been targeted at least once through a multichannel approach over the past few years, and time and time again, direct mail has proven to be the most successful direct response activity. As online advertising continues to become increasingly expensive, more and more ‘digital-first’ brands will likely turn to direct mail to reach new audiences.
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