Google continues to use good old fashion ink on paper Direct Mail campaign

Google uses Direct Mail to reach local customers


To some this may come as a surprise but direct mail is still the best way to get to your customer. Google is a prime example. I mean, they can target anyone they want with Adsense Ads. They have my gmail account, all they have to do is insert an email into my inbox that says Hi we’re Google and we would like to give you $100 free Adsense dollars just click on this link. Sure it may upset me that they are targeting me directly but if they’re giving 100 bucks my anger would not be felt for long especially if they had a clear and visible opt-in/out button and maybe a This is my last warning Google -button. Yet they choose not to do it. They don’t want to upset their users but also because they know that the real Inbox is still the Mailbox (if you try to get into your local client’s wallet, that is).

Mailer includes:

  • Envelope – printed on FSC paper, full colour
  • Letter – full colour, fsc 80lb offset paper, single sided. Obviously noone informed Google of the rule in Direct Mail: 2 pages of copy get you a higher response rate than a single page, 3 pages get you a higher response than 2 pages and 4 pages will get you even higher response rates than a 3 page letter but it tips at 4 pages.
  • A flyer printed on cover stock, what looks like 2 colours at first is really full colour (digital) because the back has the Google logo in full colour. Looks okay but if you’re going to print in full colour, utilize colour on all sides because Xerox has proved it time and time again with all kinds of industry wide research that Colour Sells.
  • A heavy card stock, round cornered, $100 coupon card is attached to this letter with a variable imaged code.

My two cents about the campaign:

My assumption is that this is not working out too well for Google. The idea is great. Direct mail is the best way to get to local businesses, however, neither the letter, nor the flyer tell the audience how to easily start a campaign with the $100 card. All Google keeps saying is that their ads are targeted, that it’s flexible, that the ad appears in this area of the search results, etc. These are all features and benefits of Google that we have heard from everyone around us. What the customer needs to know is: “Step 1, Step 2, Step 3 click OK and you’re ad is now seen by thousands and clicked by the customers you want, and based on our vast knowledge and expertise here are a few headline suggestions, and you should not hide your URL behind a shortener in your ad because people will not click, and …”

Tell the customer how easy it is to launch a campaign, lock it for only $100 and track all clicks. There’s plenty of unused white space on the back of the letter to shift all the necessary features/benefits from the flyer and turn the flyer into an easy startup guide.

Filed Under: DIRECT MAIL

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