An email gives a customer a good reason to get excited for the arrival of their direct mail.
Mailer Name: La Tienda
Date Mailed: November 26, 2016
The 20-year old company, whose name translates as “The Shop,” sells traditional and iconic Spanish foods. Produced by artisanal and family firms in Spain, its products are marketed online, and it turns out, in the mail.
To a customer who originally opted in for email, this message’s subject line makes a special announcement. “A Spanish Holiday Market…Headed to Your Mailbox! Watch for Our New Catalog with Favorite Gifts, Foods & More,” it reads. And this effort provides a tempting look at the company’s holiday offerings.
First, the top of the email’s HTML shows the catalog’s front cover. It displays a tantalizing selection of foods. The cover also includes a call-out to new products now carried by the retailer. It directs shoppers to look for new items designated by the special symbol incorporating the company’s logo. Next, a customer may use the call to action button to request the catalog on La Tienda’s website.
Finally, the remainder of the email offers a variety of foods to please a wider audience. Most of the photos show samplers, gift boxes, and holiday selections with a brief description. A button takes the shopper directly to the website.
When using email to promote your direct mail, make sure it provides a unique experience for your customer.
Paul Bobnak is the director of Who's Mailing What!, the most complete, searchable and fully online library of direct mail and email in the world. He has read and analyzed thousands of direct mail packages (offers, copy, designs, incentives and formats) and email in more than 200 industry categories, including retail, nonprofits, insurance, telecom, B-to-B, financial services and publishing. He writes for the e-newsletter Today @ Target Marketing and has been a judge in NonProfit PRO's Gold Awards for Fundraising Excellence since 2006.