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Steel Dynamics

Steel Dynamics, Inc. is one of the largest domestic steel producers and metals recyclers in the United States. When SDI’s Flat Roll Group updated its Customer Utilities Portal, they turned to Nichols for a direct-mail piece that would inform their long list of clients. But, Nichols took a routine assignment and turned it into something better.

Both entertaining and informative, the mailer included eye-catching photography, smart design and a creative video (below) that played just by opening the card. This unique delivery method ensured that the video was passed around and played over and over again, reinforcing the message that SDI continually works to makes their clients’ jobs easier.

It was an instant success as SDI saw a quick shift to the new portal usage as customers received the mail piece. What’s more, through closely tracking logins and a concurrent email campaign effort, SDI knew exactly who they needed to contact personally to walk through the new system in order to ensure a full customer transition.