How does one of the world’s biggest tech giants promote an upgrade to one of its signature products? With direct mail.
Mailer Name: Amazon
Date Mailed: November 2015
This is third Paperwhite in as many years for Amazon, and yet, many users will tell you, it hasn’t changed much since then. So, the front of this simple self-mailer asks, “How does the Kindle you know and love compare?”
Inside, the three-panel spread tries to answer that question.
A call to action directs the customer to Amazon for a full breakdown of the product details.
Another panel summarizes the main improvements of the upgrade using short sentences. It then offers a limited-time discount of $20 on the upgrade. And to further instill confidence in the customer, a 30-day money-back guarantee is made.
When you’re marketing an upgrade to a product or service, spell out the important differences but leave all of the details to your website.