Mail Activity Highlights: B-to-B

January 8, 2009 By Ethan Boldt, Editor, Inside Direct Mail

multipage

Finally, HR direct targets the minds of human resources employees in its straightforward but effective #10 mailer. Within the appealing green color that forms the corner of the outer envelope, the teaser says, "Take charge of absenteeism today! Find out how inside." Above the address window it says, simply, "Tired of tolerating excuses?" As promised, inside is a letter explaining how "thousands of businesses just like yours easily track and fix attendance issues with the Absentee Calendar. Effective and affordable, it helps you cut through the stories and see the facts." To create urgency, the offer, "Save 40% on Absentee Calendar when you order by November 7, 2008," is mentioned in large bold type in the Johnson's box. The order form perfed to the bottom of the letter includes the slashed prices for different quantities, and three calls to action are simply listed in green: a website URL, toll-free phone number and fax number. It also encloses a sample absentee calendar to show prospects how easy it is to use (Archive code #810-174892-0810).