Case Paper Direct Mail: Effectiveness & Best Practices

Design: Case Paper did a great job on the outer envelope – there was just enough color and travel imagery on both sides that made me want to open the envelope. The ink colors are consistent with the Case brand colors and the images were of a “caseport” (like a passport but branded for Case), an inside sheet of a passport, and a pig flying on a paper airplane. Plus, it was designed like a FedEx-style envelope with a pull-tab to open on the back which adds to the intrigue. Case Paper also included a bright yellow background on the inside flap of the envelope with a design and the teaser copy words “Inside is your ticket to all things paper…Next stop, Caselandia!”. The design and imagery extended to the twelve-page brochure which also continued the travel theme. The pages were chock-full of whimsical photos, images, text, a paper playlist, and even a puzzle.

Printing and Paper: The envelope was printed on 16 pt. cardstock which is unusual for an envelope but gave the mailing substance. The brochure was printed on 80# gloss coverstock and was diecut in several places: handles to a suitcase were on both sides of the brochure, there was a diecut circle to mimic the eyehole on a hotel room door and there was a square hole diecut on the front image of a phone to show a picture on the other side of the page, like a social media post. Case also included a foldout within the brochure that was two postcards that could be perforated and removed from the brochure. The special effects included spot gloss uv on the suitcase stickers and spot textured uv on the “leather” suitcase. Case also used dull aqueous throughout. Between the suitcase handles, the textured “rough” finish to the suitcase and the contrasting high gloss uv on the stickers, this piece checked all the boxes for trying to interact with the end user. It was a very creative use of embellishments and design.

Presentation: It doesn’t get much better than this! One other way Case Paper protected its mailing is by placing the brochure in a clear envelope. This helped protect the brochure but was also a way to see the brochure through the envelope. Oversized mailers tend to get better response and isn’t that the goal of any marketer?

Purpose: Case Paper wants the end users to get to know their seven plants and their individual capabilities as well as the specialty lines of paper they carry. They listed equipment and capacity in each plant along with sustainability facts. A page was devoted to detailing their lines of coated paper, uncoated paper, paperboard, and specialty papers.

Offer and Call to Action: There was no offer. This piece was designed as a fun way to educate their clients and prospects. The call to action was to call Case Paper with any questions.

Digital technology integration: None but none was needed.

Personalization: None but none was needed. This piece was mailed to multiple people at Ritter’s and since we are a printer (and client), we are clearly one of their target markets.

Direct Mail Best Practices: This direct mailer targeted our visual and tactile senses. The look and feel really showcased what different effects look like on papers Case sells. Applying best practices for a direct mail campaign can gain your company new clients, get your mailer read, direct consumers to your website or retail store, and more. In this case, Case Paper did many things right:

• They used an oversized envelope which really stands out in the mailbox. Think about when you look at the mail in your mailbox – what stands out? Usually it is the larger items.
• They used teaser copy and lots of color and images on the envelope which began the engagement with the end user.
• Case utilized a pull tab to open the envelope. The envelope mimicked a FedEx-style envelope which is more likely to be opened.
• The entire direct mail package was professionally designed.
• Case included fun, interesting, and engaging copy meant to be read and interacted with by the end user.
• Don’t forget the mailing list is also key to a direct mail campaign. In this instance, we know Case sent this to their target audience because we were included in the mailing. Sending the right message to the right audience at the right time will increase your response.
• Don’t underestimate the advantage of a physical piece of mail. This mailer is meant to show off to others so has a longer shelf life than say, an email.

Often marketing mail forgets that the customers they are looking for will be more likely to engage with their mail piece if they are entertained. This piece does not forget. The Envelope is attention grabbing and engaging, almost forcing the recipient to open it. The inner brochure is meant to look like a well-traveled suitcase on the cover and turns into a travel journal on the inside.

Through the entire brochure, the design is both informative and funny. A table of contents in the beginning of the brochure lists the unique production processes used in creating the piece, while turning page after page of the brochure gives examples of unique printing processes like die cutting, UV and aqueous coatings, and textured printing. At the same time, it gives background into the company and the products it produces.

All of this information is presented with fun and no small amount of puns. Although production and postage costs on a piece like this are higher than simpler pieces, it’s the return on investment that determines the success of a campaign. The engagement of this piece should give it the higher return that companies desire.