How to add value to your direct mail campaign. An alarming letter!

When in doubt if direct mail marketing is useful today, I recommend you pay attention to this example. The Swedish alarm company Sector Alarm has recently come up with an interesting idea for its direct mail – an alarming letter – to grab consumer’s attention and showcase its service. To find out more, continue reading!

You might think that direct mail has gone the way of the dinosaur, but it is not true. It is not a forgotten form of advertising either! Companies continue using ‘old-school’ techniques including direct mail because they know that they still work.

Sector Alarm An Alarming Letter


Despite the rise of digital media, direct mail is still a viable and effective strategy in the marketing mix: it is more personalized and tailored for a specific audience but it also an awesome tool that allows to deliver a tangible message to your target audience and encourage interaction.

Just like any other marketing tactics, direct mail is continually changing and evolving alongside the tremendous advances in technology to create a unique and powerful bond with the audience.

Nowadays making your direct mail piece stand out amongst the others and getting your brand noticed isn’t as simple as it used to be. Today consumers are bombarded with countless emails and advertisements every single day while they respond to only a few of them. People spend less than a minute scanning your message before they decide whether it’s worth their time and effort to read it.

Sector Alarm An Alarming Letter


So, to create an immediate impact on potential consumers and to arouse their curiosity about the service, the Sector Alarm partnering with agency Milk have recently created an alarming letterthe direct mail that you won’t ignore! How did they succeed in it? By installing an alarm in an envelope that goes off when the letter is opened. Who doesn’t react to the sound of an alarm?


To my mind, it is a perfect example of how direct mail can be a powerful and effective marketing tool that, when executed properly, delivers great results for your business. Don’t overlook the power of direct mail! 📬📩 🙂

Read more about Direct Marketing

32 thoughts on “How to add value to your direct mail campaign. An alarming letter!

  1. Interessante… ma non credi che ad un consumatore possa apparire come… un po’ antipatico? Se ricevessi una lettera (che non aspetto e che non ho chiesto) e un’azienda usasse questo espediente per costringermi ad aprirla la vivrei come una doppio violenza.

    1. Ciao, Sabrina. Grazie per la domanda 🙂 La campagna è stata creata non per un semplice consumatore ma per un imprenditore. Se vediamo il video il protagonista voleva aprire un’altra attività perciò faceva appuntamenti con diverse aziende. Dopodiché loro hanno iniziato a chiamarlo e mandare innumerevoli annunci di direct mail. Forse il brand ha fatto questa campagna un po’ in modo estremo però ha raggiunto il suo obiettivo principale – quello di farsi notare da un potenziale cliente. Ho risposto alla tua domanda, Sabrina?

  2. This company must have a very creative mind behind their marketing department. I have seen some great ideas too for direct mail, when a video player the size of a postcard was attached to the letter. I found that very ingenious and I still don’t know how they did it.

  3. It certainly is interesting, but I’m not sure exactly if there’s a strong value in it. Presumably it’s going to a very targeted market of businesses or people already interested in buying alarms, otherwise it seems like you would just shock a lot of people! Anything you can do to make your brand stand out is interesting. It’s certainly creative.

  4. This is cool! Another innovation for direct mail marketing. And looks very creative and interesting 🙂 I guess itbwould also give smile to the recipients.

  5. This so reminds me of the Howlers in Harry Potter! Letters that talk lol
    Wow it’s been ages since I opened a direct mail, i’m more digital but i do agree that its not forgotten and this is a creative use of that marketing niche. Hahha an alarm sounds fun and surprising.

  6. I like the idea of reinventing direct mail. This alarm letter could be annoying though, but it could be very effective. 😉 you just gave me an idea on direct mails. 🙂

  7. Haha great idea! I tend to just put this type of mail straight in the bin but if that alarm went off then of course I’m going to read it to find out what it’s about! The only down side if you have to invest in the alarm and technology but then I guess that’s the risk you take to make money! Ree love30

  8. Alarming letter? That indeed is a great way for the receiver to notice a sender’s mail. This can be a way of stating that a mail is important, for example as a warning for unpaid dues, etc. The alarm would definitely annoy me when I’m busy doing something. Haha.

  9. I guess you have to be very creative to make the desired impact with direct mailing… In my case, all spam goes directly to the trash can (paper for recycling). And I pity every tree that has to sacrifice its life for the sake of a marketing campaign.

  10. With the digital age, traditional marketing methods have to think of innovative ideas. As a marketing student, I particularly feel that this seems like a great idea to push a direct mail campaign.

  11. Personally, I’d like to think the reason why a lot of people aren’t doing it right with direct mail is because it requires so much creativity and effort.
    But it’s stl super important, because just like you pointed out, there is so much noise everywhere today, and no one has the time to waste if you’re not clearly standing out from all of it.
    Great post, it was really informative.

  12. Wow.. this is one of the most interesting ways that would make recipients happy. This would definitely require a lot of creativity for the direct mail campaign.

  13. Starting to read your blog, I would have said that I’d really prefer digital communication. Generally, I do. It’s easy, quick and effortless. But I like creativeness and being surprised. Definitely, this is both! The video is awesome. Direct mail is back in the picture!

  14. This is a great idea. For the most part, I think direct mail is a waste–given the advancements we have today. However, I still enjoy getting them if it comes from companies I really like. Finding ways to add value to what you send out is fantastic. Kudos to them

  15. How about pull a prank to someone using this alarm? Anyway, this is a good tool to grab recipient attention to read the mail, especially when you can change the sound of the alarm. Great post! Very entertaining

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