A Perfect Direct Mail Piece

Posted by on 28 Jan 2009 | Category: Hints & Tips

by Margie Dana

It came in a simple 9.5 x 5" white window envelope. I almost tossed it out, until I glanced one more time at the return address: "Replacements, Ltd®, China, Crystal & Silver · Old & New. A small image of a place setting, done simply in one color, formed the company’s logo.

I thought to myself, "Hmmm, these people know EXACTLY what I need…more spoons!"

Sure enough, the company specializes in replacing pieces of (among other things) flatware that one might’ve purchased at one time.

We bought our silverware exactly 15 years ago, when we got married (September 12th, don’tcha know). Over the years, teaspoons disappeared – either tossed inadvertently in the garbage or mangled by the disposal. For months, I’d been talking about returning to the store to try and get replacements. I kept putting it off.

A third look at the envelope revealed that it was addressed to Margaret Gallo, which is my maiden name. This was no accident. Bridal registries must be fantastic databases for all sorts of retailers.

The insert was even less dramatic than the envelope. Two sheets of 8 1/2 x 14" paper, as plain as plain can be, printed in black ink only, crammed with copy and some small photos of silverware.

Among them…my spoons!

I scanned the product list to find out the price and, honest to Pete, I couldn’t get my credit card out fast enough. I called the 800 number, placed my order, and within a week, voila, new spoons.

I could have cared less about the mailer’s design or the use (lack of use, actually) of color. This mailing offered exactly what I needed, so the sale couldn’t have been any easier.

Could it have been any better? Only if I’d received the same offer about 5 years ago.

What’s the bottom line? In direct marketing, nothing matters more than the right offer to the right person at the right time…

If you need silverware, crystal or china pieces to replace items that are lost or broken, go to www.replacements.com

They made an easy sale with their mailer, plain and simple.


If you want your direct mail campaign to be a big success, call us today on 03 963 8899

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