― first re-branded Prime Now direct mail, which landed on 120,000 customers doorsteps in March 2018, driving 300+ new customers in the first 7 days
The previous direct mail was a classic two pages leaflet with many words and tiny boxes containing product images and their info - it wasn't really standing out from the other mailers you would get through your mail box. I had to make it more unique and impactful: the new leaflet design resulted in a tri-fold showcasing the range of products via a lifestyle imagery crafted and composited in a top down view throughout the panels, a what-when-how condensed information on the inside and the additional space for a third-party ad (such as Whole Foods Market) on the back. There was an intro letter addressed to the customer plus a few testimonials, and a promo code pull-out plastic card in some other versions.
― mockup of intro letter and tri-fold leaflet with pullout plastic card on the promo page
Later on we also tested a simpler A5 flyer layout (with and without pullout plastic card on the front):
― A5 flyer - front and back
Countries like UK and Germany which were the only two in Europe offering also the AmazonFresh service alongside Prime Now, requested the design of a joint direct mail, to explain benefits of each service while making it clear that AmazonFresh and Prime Now are two distinct Amazon offerings. The challenge was to create an info-packed and appealing leaflet having the two brands sitting next to each other but not clashing. A part from two logos, back then we had two typefaces for each brand too.
― my initial proposals
I came up with a gate-fold front panel that would have the two services in parallel and the copywriter was working on copy options aiming to enhance that: e.g. 'Sometimes you need bananas tomorrow / Sometimes you need them now'. Once opened the customer would see the four pages visually split in two sections carrying the same layout but having the two different messaging and info. The back panel would be also divided into halves to display a partner for each service or, as it was needed for Germany, terms and conditions.
― printed mockup of the German gate-fold leaflet
For May 2019 we planned a direct mail campaign coinciding with the launch of a premium selection to raise additional awareness of the product improvements, hence we decided to test a new design with a more premium look and feel. It was sent to 400k customers across the entire Prime Now UK network, split by new customers (Prime subscribers, who haven’t used Prime Now) and existing customers (at least one Prime Now order). Part of the customers received a heavily grocery focused leaflet which showcased some of the new selection, as well as the new design, whereas another segment received the same creative used throughout 2018 which had a stronger mix of non-consumables products.
― new design for a premium look and feel
Overall both the acquisition and existing customer campaigns exceeded expectations. In total the campaign drove an increment of orders over 6 weeks. Additionally the re-design of the creative artwork to support the premium selection test yielded positive results and we’ve used the learnings to optimise the performance for the next direct mail campaigns.
For the Christmas mailer, in fact, I kept the dark background and the more grocery-oriented look, choosing one of the colours that were selected globally for the Holiday season and the doodles adopted across all platforms. I then turned the intro letter into a greetings card featuring a festive Prime Now delivery bag, best sellers holiday products and wrapped gifts.
