Author: Ellen Dohm
In May 2003 the US Postal Service approved a new postal classification – Customized MarketMail (CMM). This allows direct mail marketers to mail nonrectangular and irregular-shaped mail pieces without having to put them in a package or envelope.
CMM pieces may be as large as 12” x 15” or as small as 3.5” x 5” and there is a minimum of 200 pieces per mailing. Krispy Kreme was one of the first companies to us CMM mail as an advertising vehicle, and the company said it received excellent results.
Great Circle Family Foods (a Krispy Kreme franchiser) sent the direct mail piece to more than 10,000 prospective customers living within three miles of three stores in Orange County with a coupon offering “a second dozen Original Glazed doughnuts for a dime” when they bought a dozen doughnuts.
The piece also listed the addresses and phone numbers of the Orange County stores where the coupon was valid. Each mail piece included a code that was collected by the cashier that let the company track the promotion. Response was higher for Great Circle than in its past direct mail promotions. “When we send a typical direct mail piece to an unsolicited party, we generally get a response rate of 2 to 3 percent (industry average),”said Lisa Ducore, vice president of marketing for Great Circle Family Foods. “For a mailing to prospective Krispy Kreme customers, this was an extremely successful campaign. The unique look and shape of this mailing definitely caught the attention of prospective customers. When the campaign concluded Krispy Kreme had fetched an impressive 8.5% response rate from consumers”.
Looking to increase your ROI on your next direct mail marketing campaign, give us a call at MultiGraphic Marketing and together we’ll create a memorable and unique mailer.