The ‘Grow Business’ direct mail effort for customer loyalty/referral software provider Systino was part of a larger campaign that involved a number of additional marketing components (advertising, event marketing, direct mail redemption) but remained true to the light, happy, visually engaging style Systino had become associated with, given that the theme of growing happy customers, coupled with a SaaS delivery model means the ‘feel’ of Systino marketing was substantially less stodgy and corporate than an enterprise software marketer might employ.
This four-part direct mail campaign (three elements of which are featured here) combined a light and ‘happy’ visual style with clever, casual copy that urged the reader not to take certain actions on the front (i.e., discard customers) and conversely implored them to take the opposite action (i.e., ‘do recycle customers’) on the back of the card, an action enabled of course by use of the Systino product.
Each of the four sets of 8.5″ x 5.5″ cards were sent sequentially to recipients three weeks apart in clear plastic envelopes so that the envelope didn’t have to be opened to be viewed by the target audience (the clear sleeve also substantially protects the direct mail piece). Direct mailers sent to a carefully segmented target group were reinforced by consistently themed advertising and event marketing (with redemption) and followed by business development calls and communication of additional information on the product and company.
Copyrights on all ‘Do Not Discard Customers?’ concepts, imagery, copy, and messaging are held exclusively by Systino.
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