Goodway Graphics B2B Integrated Marketing Campaign Gets Five Stars

Last week I received a piece of oversized mail from Goodway Graphics. The self-mailer, measuring 18" long x 7" wide (folded long ways), immediately caught my attention. In addition to being BIG, it's also personalized with my company name. The copy reads:

The writing's on the wall for DH Communications: Personalized communications campaigns can raise response rates by 36% and increase repeat orders by 47%. * * Statistics based on information provided by InfoTrends, Inc.

I set the mailer on my desk and promptly forgot about it because I've been swamped. However, on Friday I received an email from Joe Murphy. Subject line read, "Receive your copy of Individualized Media Essentials from Goodway Graphics." In the preview pane I could see the following:

Dianna, By now you should have received our flier on One-to-One Communications. While the imagery, statistics and testimonials are compelling enough reason to check us out, the opportunity to receive Individualizedâ„¢ Media Essentials ... Marketing to an Audience of One by Jim Hackett in exchange for viewing your personal website and providing minimal feedback makes it a no-brainer.

Oh, hey, I thought, is this regarding the flyer sitting on my desk? It was . . . and it was then I noticed the offer for the free book tucked into the corner of the mailer. My only quibble with the flyer is that the main panel is taken up by a huge testimonial rather than the offer. But heck, the personalized email from Joe got me to click through -- and now I have a book speeding its way to me. Reasons why I think this campaign works: --> Huge creative mailer stood out in the stack of bills and regular junk mail. --> Personalized message included the correct spelling of my name -- even down to the two "n's"! I'm impressed. --> Follow up email came from a real person, was personalized, and got right to the point. Instead of asking me if I had received the flyer (what my colleague Michael Brown calls "performing quality control for the post office"), Joe assumes I've already received it and just haven't taken action yet. --> Personalized landing page includes a pre-filled form -- all I had to do was hit "send." --> Joe Murphy, my new BFF, will be sending me a book and contacting me shortly. :-)