Direct Mail
While often overlooked in the digital age, direct mail remains a critical acquisition channel for ZipRecruiter, accounting for up to 20% of the company’s marketing spend. To keep potential clients engaged and drive response, the channel required constant iteration, testing, and fresh creative concepts.
To boost performance and maintain audience interest, we expanded the creative cadence from 4 campaigns per year to 3-4 new creative per quarter, significantly increasing the volume and variety of mailers available for testing.
Together with increased output, I pushed the format beyond standard mailers by incorporating premium print techniques and interactive formats—including die-cuts, fold-outs, and foil finishes—to create more memorable, tactile experiences that stood out in the mailbox.
This led to substantial improvements in registration rates, with the "New Year" mailer performing nearly 2x stronger than previous campaigns. As a result, this demonstrated how thoughtful design and messaging can elevate direct mail into a high-performing acquisition channel.
