Direct Mail Review: Ram Trucks
July 27th, 2020
Never underestimate the power of an interesting envelope! A recent mailing from Ram Trucks did a great job utilizing full color imagery on both sides of their envelope which made me want to open their envelope to see what was inside. Let’s take a closer look.
Format: Outer sleeve envelope was 6” x 10.25”. There were two interior pieces: a wrap-around piece which was 5.75” x 25.125”, folded to 5.75” x 10 1/8” and an eight-page booklet with a size of 5.75” x 10”.
Design: One of the most interesting aspects of this direct mail campaign was the individual pieces and how they fit together. Ram Trucks did a great job of showing consumers a brochure/mailer format that they may never have seen before. Ram let the photos be the star. Yes, they had text but the photos clearly stood out. Ram included photos of each of their trucks and a little synopsis of the truck’s attributes. They also included their Motor trend truck of the year award information and the warranty information. The booklet highlighted features of the trucks such as photos and descriptions of the luxurious interiors, the towing and payload capabilities and the technology and safety features of the trucks. Black was used as the accent color which was a very dramatic look when paired with all the photos.
Printing & Paper: There weren’t any special printing techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: Loved the presentation of this mailer. Not only was the envelope full color on both sides with different images, but the envelope opened on the side. Definitely unique. The wrap around was also unique and had a short fold foldover.
Purpose: Ram sent the mailer to drive traffic to their website to increase sales of their trucks.
Offer and Call to Action: The offer was presented in several places in the mailing. The envelope had a large tagline: “Go Where You Never Thought Possible – Open for Your Special Ram Vehicle Offer”. The wrap around directed the consumer to go to a website address to pick truck options, select a warranty, apply for financing and more. In return, certain dealers will deliver the truck directly to the consumer’s driveway. Ram also offered $1,000 bonus cash allowance if a new truck was leased or bought by June 30, 2020.
Digital technology integration: None but none was needed.
Personalization: None but none was needed.
Overall, a really strong mailer from Ram. It was beautifully designed with some unique features that would make any end user sit up and take notice. The mailer was sent to prospective customers who had shopped Ram trucks before. An expensive piece to produce but well-targeted and should generate a good return.