I ran communications for a human resources outsourcing company and when a new sexual harassment law passed in California, we seized it as an opportunity to reach out to organizations through a series of postcards. I approached the job by finding out as much as I could about what the target audience was worried about regarding this law, as well as what would make them act. Then I addressed each of those worries through four direct mailer postcards. I also hired a designer who I knew would make something really provocative, so they wouldn’t just end up in the trash. In the end, each businesses heard from us multiple times with different messages on the cover, but all with the same information on the back, as well as the same call to action.
The result was a huge success. Direct mail is considered a big success with a 3% response rate, and we got a response rate of nearly 10%.