We targeted accountants with a clever direct mail design that helped Sage drive interest in their Personal Tax Online service.
Sage is an international technology company, specialising in integrated payment systems and software solutions for accounting, tax and payroll. Having recently launched a new version of its Personal Tax Online product, we were asked to design a direct marketing piece that would drive accountants to their website to learn more about the service.
To encourage accountants to learn more about the product, we needed to create a direct mail design that would provide a compelling call to action in a simple and cost-effective way.
We’d previously designed a financial marketing campaign for Sage that targeted the same key audience with a wider suite of accounting products. To create a design that aligned with existing collateral, but had its own unique look and feel, we integrated a key campaign visual for the exterior.
To expand on the ‘Suits You’ theme inside the piece, we narrowed the colour palette to blue, teal and white, creating a design that was bright, engaging, and yet simple. This allowed our design team to focus the recipient’s attention on key product benefits, and then immediately hook them with the call to action.
We created two versions of the design: one standard print version, and one that included a web key that connected accountants directly to the client’s product website. This cost-effective strategy allowed us to generate widespread awareness about the product, while ensuring that top-tier targets would have immediate access to key information.
Our client was thrilled with this creative and cost-effective approach, which delivered an added boost to their on-going campaign efforts.
- The web key could be tracked to provide useful marketing analytics.
- Folded A5 direct mail design was cost-effective to produce, but also included a simple diagonal to create visual interest.
- Piece was secured with two transparent wafer seals to protect web key and allow for automated mail processing without impacting design quality.