Highlighting your main selling point with photos is one option when sending out direct mail. A great example is a recent mailing from Fairytale Brownies- in addition to large color photos of their brownies, they also used some other direct mail tricks so let’s take a closer look.
Format: Fairytale Brownies used a 9×12 booklet envelope with four 8.5×11” sheets inside as well as a 36 page 7.5 x 10.5” catalog.
Design: Pure visual! Fairytale Brownies sells different types of brownies and they included large color photos of the different types on the outside of the envelope. They also included large neon green circles as an attention grabber. The envelope flap was also in the neon green. Fairytale Brownie’s corporate color is purple and that was used as another highlighter of phrases: “Check it out!” and “Free Shipping”. The photos of the brownies were very well done and really showcase the quality and many different flavors available. The catalog is mostly photos and the cover has the same neon green highlights as the outer envelope which helped keep consistency in their campaign. The four 8.5×11” sheets were black and white and were directions on ordering, order forms and order history.
Printing and Paper: The outer envelope was a heavy gloss cardstock, similar to a fedex envelope so it was very durable. The inside sheets and catalog were on appropriate stocks. There were no special printing techniques used.
Presentation: Good enough to eat!
Purpose: For this mailing, Fairytale Brownies is targeting businesses who need to order holiday gifts.
Offer and Call to Action: The offer is free shipping…delivery in 3 business days guaranteed. The offer was very prominent on the outer envelope, the order sheet and the catalog. The call to action was to respond via email, phone, online, fax or mail, in short, whatever method was easiest for the end user.
Digital technology integration: None but none really needed.
Personalization: They included a list of past order history which can be very helpful for business gift planning.
Overall, a very dynamic mailer, which was really enhanced by the photos. Companies selling food, particularly delicious food should take advantage of the visual aspect of direct mail.