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Direct Marketing » Trends, Best Practice | 21.12.2015

Using quality data to enhance your direct mail


There are many important contributing factors to a successful direct mail campaign: colour, texture, an attention-grabbing hook, and creating an emotional connection with your audience.

But high quality data is crucial to making a memorable direct marketing campaign, as it lets you create truly personalised and targeted direct mail which makes the effort to engage with readers.

One great example is confectionary brand Kit Kat’s Chunky Mail campaign, which was sent to Brits during 2011.

Echoing the design of local ‘missed delivery’ notes put through letterboxes, Kit Kat’s direct mail is a simple red card naming the recipient and even ticking a category box (i.e. packet). The brilliant subversion comes as the recipient continues to read the card, discovering that the packet is ‘too chunky for your letterbox’. A strong, bold call to action then incorporates an image of the Kit Kat Chunky and encourages the reader to collect their free chocolate bar from a named newsagent.

While the impact of the note is no doubt enhanced by the use of bright red (a colour shared by Kit Kat and the local post operator), the direct mail is made even more effective by its personalisation, naming both the recipient and their nearest participating newsagent ‒ which is only achievable with excellent quality data.

This campaign won a D&AD Wood Pencil and a FAB award ‒ something to keep in mind when crafting your campaigns. More here