Direct Mail Best Practice

How Effective is Direct Mail and How Can it Work with Other Media?

Here we feature a number of case studies from IPC members that show how direct mail can be used either independently, or in combination with other media. Each case study takes the same format to answer a number of key questions:

Who was the advertiser?
What was the challenge?
What were the objectives for the campaign?
Who was the target group?
Which media were used?
What was the mailing approach?
What was the creative concept?
What were the results?

Sector	Case Study	Country	Advertising Mix
New Drink Retail	Foster's	UK	Direct mail, Online web-promotions
New Food Retail	Cafe Express	US	Direct Mail, Personalised websites, Social media
New Non-Profit	Barnado's	Ireland	Direct Mail, TV, Radio, Posters, Inserts
New Non-Profit	Westpac Life Saver Rescue Helicopter	Australia	Direct Mail
New Non-Profit	Canadian Red Cross	Canada	Direct Mail
New Non-Profit	The Salvation Army	UK	Direct Mail, Inserts, TV, Radio, Online
New Non-Profit	Change4Life	UK	Direct Mail
New Banking	Bank of New Zealand	New Zealand	Direct Mail
New Food Retail	Heinz	UK	Direct Mail, Digitial Marketing
New Food Retail	McDonalds	New Zealand	Mail, e-Mail, Online
New Consumables	Unilever	UK	Mail, Take-ones, Online microsite
New Automotive	Nissan	Australia	Direct Mail, Inserts, Banners, Website
Tourism	Virgin Holidays	UK	Direct Mail, e-Mail, TV, Radio, Press, Online, Point of Sale
Finance & Insurance	Commonwealth Bank	Australia	Direct Mail, e-Mail, Press, Online
Public Transport	VIA Rail Canada	Canada	Direct Mail, e-Mail
Charity & Non-Profit	RNLI	UK	Direct Mail
IT & Technology	SAP	Portugal	Direct Mail, Press
Retail	COOP	Switzerland	Unaddressed Mail
Retail	Cafe Express	USA	Direct Mail, Online and Social Media
FMCG	Nescafe	Netherlands	Direct Mail with Print and Bill Board
Telecom	Telia	Denmark	Direct Mail and Online
Finance & Insurance	Tower Insurance	New Zealand	Direct Mail