In college, my freshman year roommate and I used to sign up for free samples so we would get mail. While I don’t get as giddy about free shampoo samples now as I did back then, I do still enjoy receiving product samples and good direct mail. Although, now I tend to evaluate the packaging, messaging, etc., instead of just tearing into the little box for my goodies. I think the way companies approach their direct mail campaigns says a lot about what they think of me as a potential customer. For instance, Enfamil sent me two cans of their Next Step toddler formula right around the time my son turned nine months. In addition to the formula, the company included several coupons and some information about how my toddler’s body was growing and how the formula would benefit him. Then I received another coupon a month later, reminding me about the product.
This is smart marketing and a good use of direct mail. Here’s why it worked:
Do you open the direct mail you receive? What compels you to do so?
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