We’re particularly proud of our recent Sherlock Holmes integrated marketing campaign to launch a Stamp Mystery Pack from Guernsey Post. The elements involved direct mail, direct response print ads, an e-commerce website at www.sherlockstamps.com, pay-per-click advertising, and social media marketing via Facebook and blog seeding.

The brief was to speak directly to the stamp consumer and persuade them to buy the highly innovative Sherlock stamp story pack, so direct mail was an instinctive first approach to initially target their existing customers.

This isn’t junk mailing though. When done well, direct mailings are cost-effective and achieve good response rates, which means sales. Thousands of highly targeted mailings went out internationally. So the mailer design had to be just right.

Targeting customers in bulk is a fine art. You have to….