Peggy Hatch’s favorite app is hands down Uber! It’s her private car service that is fast and easy to use. But what is also winning her over is their marketing. Check out these two recent efforts. One is a simple postcard that touts the benefits and makes a special offer. The other is an email that counters any and all objections to the service. Both are worth studying! It’s interesting to note that a digital-only service is using classic direct mail efforts in order to spread their impact in target citites — but it just goes to show that cross-channel is not only possible, but necessary in today’s complex marketing climate.
After their mailing convinces you to try the app with its services, then come the follow-up emails about safety, convenience and other topics. Do you see what they’ve done there? Cross-channel, all the way. Brilliant. The entire process moves seamlessly across the entire marketing spectrum, from direct mail to mobile to email and CRM — without batting an eye. Check out Peggy’s detailed review of these two efforts from Uber, and find out what exactly drives them to the top.
Jeremy Zimmerman is Associate Content Editor for Target Marketing magazine and Direct Marketing IQ.