Ritter’s Direct Mail Piece of the Week: Saks Off 5th

Black Friday is a major sales day for retailers. Off 5th, the outlet portion of Sakes Fifth Avenue recently sent out a direct mailer promoting their Black Friday sale. The piece caught my eye so let’s take a closer look.

Format: The self-mailer was 5” x 7” and when fully opened it was 16.25” x 7”.20141212095328090_0003




Design: The piece utilized black as the main background color and white and red to highlight so it was an attractive combination. They included photos of the sale merchandise as well with the special price or discount in red so it stood out. It was a nice, clean, easy to navigate piece.20141212095328090_0005


Printing & Paper: There weren’t any special printing techniques used, the stock was heavy enough and it arrived in good condition.

Presentation: This is where Off 5th really caught my eye…enough to open the mailer. They utilized a perforation strip but the clever aspect was it was on a diagonal.

Purpose: Off 5th is trying to drive sales for its 4 day Black Friday event either in stores or online.

Offer and Call-to-Action: Off 5th was offering 4 days only—while supplies lasted—their lowest prices of the season. On the perforation strip, we were instructed to “Tear into our Lowest Prices of the Season”. On the inside, we were told not to “miss out” on 12 Black Friday deals.


Digital technology integration: In three locations on the mailer, they listed a website. Maybe next time they could mention social media platforms or include a qr code that would take consumers to the Off 5th website.20141212095328090_0007

Personalization: None.  My only suggestion would be to list the local store address, phone number and holiday hours.

Overall, a solid piece that stood out enough to get me to open it and that’s what all direct mailers should strive to do!