Direct Mail Is Alive and Well

Most of the time, the direct mail letters and postcards I get go from the mailbox to the recycle bin.  I might glance at it as I walk to the bin, just to make sure there is nothing important.

Not really sure why I was compelled to open up this envelope but the “data verification needed” piqued my curiosity.

Turns out I’ve been added to a mailing list for the Neptune Society, “today’s sensible choice” for cremation services.  I couldn’t help but think of the movie St. Elmo’s Fire where Demi Moore’s character, Jules, is trying to figure out how to make final arrangements for her “step-monster.” According to her, for $500, she can wrap her up and the Neptune Society will feed her to the fish.

That’s not really the case, of course, and likely had an impact on the company’s marketing efforts back in 1985 when the film first came out.

With a simple postage paid postcard, all I need to do is drop it back in the mailbox and they’ll send me their latest version of a cremation answer book.  I’m not in the market for cremation services, but I do applaud the effort.

Cutting through the clutter to get your information into the hands of your target audience is increasingly more difficult.  With social media and other digital platforms, email strategies not to mention traditional print and broadcast advertising, how are you supposed to make an impact?

Maybe a simple, black and white envelope with a clear and concise call to action is the answer.