Chewy.com Uses Direct Mail to Reach a Growing Pet Market
You can buy almost anything online today, as this direct mail piece demonstrates.
Mailer Name: Chewy.com
Date Mailed: November 2015
According to the American Pet Products Association, spending on pet products is expected to reach $62.75 billion this year. That’s a lot of food, medicine, grooming and boarding services, and accessories. Chewy.com, a five-year-old company, is one of the leading online pet product retailers.
The front panel of this 6”x10-1/2” self-mailer includes a lot of elements to attract a prospect’s attention. First, the logo, and the “24/7” toll-free number below it, promise instant access for ordering. Next, at right, a line of copy promotes “Free Shipping & Big Savings” on the “best brands.” A few of the products are shown, along with a cute cat and dog, immediately below.
Finally, two bursts, a traditional direct mail design staple, showcase two important parts of the offer for new customers. One promotes a $15 discount. The other points out a free shipping guarantee. Across the bottom of the panel, various brand logos give the customer some idea of the retailer’s large product selection.
Inside, two-panel spread welcomes the shopper. Across the top, a headline promises savings of “time and money” on the website. A large selection of pet products is shown, sandwiched between a dog and a cat.
At left, two new bursts call attention to “400+ of the Best Brands” and “Cheaper than the Store!” pricing. And, another new one offers content as another reason to shop on the site: “24/7 Expert Advice.” Spot-glued the right panel, the savings card repeats the $15 off and free shipping offers from the front.
Many digital marketers rely on many traditional direct mail tactics and formats to attract interest and drive sales.