Direct mailings and direct marketing face some pretty interesting challenges. New technologies make it easier than ever to be personal and relevant. It’s focus on compelling copy and converting tactics gives the industry some great skills to enter the digital era. It is tempting, however, to adopt suboptimal direct marketing gimmicks, as was shown brilliantly by Sander Spolspoel in his Proximus clip (Dutch language).
With cases Swedish Postal Service Magical Christmas Cards, KLM Surprise, BPost SMS cards and some other less obvious cases I try to illustrate how the industry could and should change.
I’m also testing some new design elements. Hope you like it.
