Andersen’s Big Mail Is Designed to Get Noticed

A replacement window company drives leads to its sales force with mail that really stands out. Mailer Name: Andersen Corp. Date Mailed: June 2016 Andersen, a window and door manufacturer, is based in Bayport, Minnesota. Its Renewal by Andersen brand focuses on replacement windows and doors. The company uses 2 main direct mail formats that are intended to drive leads for its sales force. One is a simple 2-page letter in a #10 envelope. But many others are more like this effort, a jumbo card promoting the Renewal division. This card’s dimensions are 9-1/2”x13,” making it impossible to miss when delivered to its intended audience. That size gives Andersen the opportunity to use visuals that shine. The entire left side of the front, non-address panel is a single, 4-color image. It shows some of the company’s windows and doors on a home’s porch. The top half of the right side focuses on providing some social proof of the company’s credibility and success. It includes a large map with some digital inspiration. It uses Google Maps-like pins for the “29,699 New York Metro homeowners” who have bought its products. This feature has appeared in many of the company’s mail pieces, and adds visual impact. Below the map, Andersen makes an offer. It promotes a limited-time, “EXCLUSIVE” dollar savings on the purchase of windows and doors. It also offers money-saving financing, with restrictions, and a bonus glass upgrade. The reverse side repeats the offer from the front. Here, though, it gives more prominence to the call to action for a free “diagnosis.” It places it at the very top in large type. Just above the address area, some benefit-heavy details about the windows and doors appear with bullet points. Andersen also backs up its claim of local expertise from the front, referencing its reputation as a manufacturer. “Don’t hassle with trying to find a reliable installer in New Jersey,” it advises. The Takeaway National brands should leverage any local ties, like customer totals and testimonials, to bolster your credibility.

Performance Marketing

Andersen’s Big Mail Is Designed to Get Noticed

Paul Bobnak

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Paul Bobnak