It is rare that I see something in our mailbox that inspires me to write a direct mail review but we did recently receive a piece worth blogging about. Why? Because the company (Zip Recruiter) did everything right with regards to best practices for a direct mail campaign. Let’s take a closer look.
Mailing to a “cold” list (prospects, not clients) takes just the right approach, and Zip Recruiter nailed it. The mailer needs to capture the recipient’s interest enough to open it and then engage so that the recipient takes action. Having the best artwork, copy, and call to action can help make a campaign much more successful. Direct Mail Format
A 5” x 7” outer envelope with a 6.5” x 9.5” card folded in half to 6.5” x 4.75”. A tipped on business card was on the inside of the fold over card.
Direct Mail Design
Loved both the envelope and the card. Here’s why: the envelope was printed in full color – the dominant color was a vibrant teal – which really made it stand out from the white envelopes typically found in a mailbox. The back of the envelope also introduced rectangles of multiple colors, a pattern that was also on the inside of the fold over card. The same teal was the primary color on the card, with splashes of neon green. The front of the card had several rectangular diecuts so the wording and vibrant colors underneath were visible. The design was cohesive between the envelope and card.
Printing and Paper
The envelope was printed with five different PMS colors. The card was printed on 100# gloss cover and had an aqueous coating for protection. The stock was heavy enough, and the mailer arrived in good condition.
Purpose
Zip Recruiter is looking for new business, specifically, postings for jobs. They boast that 4 out of 5 employers who post on Zip Recruiter get a quality candidate the first day and that there isn’t a role they can’t fill. That can be very appealing to hiring personnel.
Offer and Call-to-action
The offer is a free job posting. It was easy to find on the card, relevant, as the cards were sent to Hiring Managers, and valuable, as job postings can cost hundreds of dollars. If any of these three best practices are missing, the mailing would not be as effective. The call to action was clear and created a sense of urgency since there was an expiration date.
Digital technology integration
Zip Recruiter did an excellent job of including a prominent QR code on the tipped-on card. The QR code takes the user to the Zip Recruiter website, where it was easy to upload a job posting. Since there was an offer code that needs to be included when posting the free job listing, Zip Recruiter is able to track participation in the campaign.
Personalization
None, but none was needed.
Professional Direct Mail Services from Ritter’s Printing & Packaging
Overall, a mailer that incorporated many best practices, including using a stamp rather than an indicia, so it would seem less like “junk” mail. The design was appealing and interesting enough to make me open the envelope, then look at the offer.If you’re inspired by this Zip Recruiter direct mail campaign, Ritter’s Printing & Packaging is here to help. We offer comprehensive direct mail services that follow best practices. Whether you need eye-catching mailers, valet tickets and tags, or custom printing services, contact our team today at 954-771-7204 to discuss your next project.
