Local Designer Receives

National Postal Award For Mailer

 

Newtown-based creative and marketing services firm Sibley Smart Copy was recently honored with the US Postal Service’s 2012 Deliver magazine Marketing Achievement in Innovation and Leadership (MAIL) Award. The award was presented during the opening session at the recent National Postal Forum — the mailing industry’s premier event and tradeshow.

“Their out-of-the-box use of direct mail and the results from their distinctive marketing campaign are sure to inspire other companies to consider using direct mail to get the attention of prospective new customers,” said Paul Vogel, USPS president and chief marketing/sales officer.

Direct mail is one of the most effective ways to promote new products and services, he said, adding, “It works, it’s just that simple.”

The MAIL Award, given annually by the postal service’s Deliver magazine, recognizes one outstanding company each year for creative, effective and successful use of direct mail to accomplish business goals. Sibley Smart Copy is being recognized as this year’s winner for its high impact, highly personalized “Photo Mailer” created for iStudio Salons, a regional chain of salon communities in the greater Florida area.

Accepting the award was Barbara Sibley, president of Sibley Smart Copy, for her creative direction, copywriting, and project management of the “Photo Mailer” direct mail campaign.

“So many of my contemporaries and colleagues in marketing are really focused on getting their digital efforts ramped up, and I don’t want to downplay the importance of that because I’m doing it, too,” said Ms Sibley. “But what this award does is validate my belief, and my client’s belief, that if you really want to drive leads, and conversions, and eventually sales to a physical location, direct mail is still the best way to go.”

The unique Photo Mailer was designed to look like the recipient was receiving photos from a friend, complete with a hand penned message: “Your photos are enclosed.”

Once opened, a second personalized handwritten note said they will love the enclosed photos. Then recipients were treated to a series of 15 photos that took them on a full color, glossy and handwritten captioned tour of an iStudio Salon.

The Photo Mailer direct mail piece proved to be something the recipient was excited to receive and happy to open. Results for the 923-piece direct mailing were equally exciting, with 43 total responses or a 4.7 percent response rate, and a return on investment of 1,056 percent as it generated four new signed contracts with local beauty professionals eager to become part of the iStudio craze.

Nominations for the 2012 MAIL Award were solicited through Deliver magazine, delivermagazine.com, and the USPS sales team. Judging was conducted by representatives from the USPS and Deliver magazine and by private-sector direct mail experts.

In addition to receiving the award, Ms Sibley participated in a workshop hosted by Deliver magazine that delved more deeply into this direct mail piece’s success.

The US Postal Service receives no tax dollars for operating expenses and relies on the sale of postage, products, and services to fund its operations.