Imagine receiving a letter in the mail with the furry face of your adopted dog or cat on the outside. You’d open it, right? That’s exactly how we approached this challenge for Best Friends Animal Society. The idea was to personalize a Gotcha Day Anniversary mailing each month, celebrating the one year anniversary of when the adopter brought home their new adopted pet, with the picture of their adopted animal showing through the outside of the package.
Each month, we dynamically printed the photo along with the pet’s name onto the adopter’s anniversary Gotcha Day letter. The success of the effort relied on good clean data and quality adoption photos.
The goal of the mailing was to cultivate a stronger relationship with the adopter and stay connected while also showing the Best Friends’ continues care for the adopter and the animal.
Once the monthly campaign was launched, Best Friends received emails and recognition on social media for the love and attention to detail from many who received the mailing. The campaign was awarded coveted The Big Idea award by the Direct Marketing Association of Washington.
