Mailshots are the future! Especially creative mailshots. Many of the jurors from the Caples Award 2012 have returned to their advertising agencies after taking this on board. Mailshots have often been written off and yet mailshots are still a powerful and particularly successful element of modern dialogue marketing.
But why is that? Quite simple: they have become more advanced. And they being used in a more targeted manner. For example, as direct drive-to-web or in smaller numbers to previously well-defined target group profiles. Certainly in the age of Facebook and Twitter, mailshots no longer play a dominant role when choosing a dialogue channel, but bold and creative mailings do pay off. Not only are they winning awards, but above all gaining the favour of potential and existing customers. This has once again been impressively demonstrated by the response numbers and results of the winning mailshot at the Caples Awards 2012 in New York.
The Caples Award is one of the most renowned and important creative awards in international dialogue marketing. Furthermore, it enjoys the reputation of being a reliable measure of trends and the acceptance of new communication channels. Its 26 categories cover all important communication channels in dialogue marketing – starting with mailshots, through to mobile apps and social media, right up to integrated campaigns.
“Mailshots play an increasingly important role – be it as an individual medium, as a connection to the digital world or as an initial spark for a complete dialogue marketing campaign.”
A clear trend towards a particular communication channel which all agencies and companies are latching onto – as with social media – has not emerged this year. Admittedly, social media continue to maintain a high level of importance, but one factor, which had been pushed into the background in recent years by big budgets and lavish productions, has increasingly moved back into focus: creativity. True creativity. No matter whether on- or offline.
In our opinion following three best practise stand out, in which a small campaign concealed a really big idea, with just as great an impact.
Courage is needed for real creativity to have its effect. The courage of the advertising agencies to present creative solutions. And even more courage from the companies to implement these creative solutions.
Thanks to intelligently connected communication channels, target groups can be addressed in an even more targeted and clever way with integrated dialogue marketing. And in that context mailshots play an increasingly important role – be it as an individual medium, as a connection to the digital world or as an initial spark for a complete dialogue marketing campaign.