Old-fashioned mail can still work wonders for an old-fashioned audience, such as seniors. That appears to be the case with Wegman's drug store. Its wafer-sealed 5-1/2" x 8-1/2" self-mailer uses the concepts of low-cost and free as lures on its cover, such as "$4 30-day prescriptions" and "Free generic antibiotics." The back is an actual letter from "The Wegman Family," and it mentions that "Today's economy is creating a very competitive marketplace. More than ever, it's critical to provide unbeatable value in every aisle and department, including the pharmacy" (Archive code #910-706528-0904).
It goes even further, in speaking to potentially financially distressed customers: "We are also concerned about the escalating cost of healthcare, and hope lower prescription prices help our employees and customers better manage their expenditures." Wait a minute, did they just mention their employees? Now that is truly remarkable, and such an unusual statement by a company may win it some new fans.
In the next paragraph, Wegman's encourages prospective customers to switch to their pharmacy and says "we'll take care of everything." That's what people, especially seniors, want to hear. In the P.S., it mentions an extension of its popular "free antibiotic" program. Then, folding open the mailer reveals a long list entitled "$4/30 Day and $10/90 Day Generic Drug List." It's the kind of thing that appears to be easier for a pharmacy to post on its website, but clearly this helps seniors who may or may not have an Internet connection or want to bother to visit a URL.
The front of Kohl's 6" x 11" self-mailer makes it look like a magalog, with a full-size picture of a young woman and an enlarged quote next to her that reads, " I just got $10 to spend on anything I want." Inside, the left panel show pictures of select items that are the "lowest prices of the season," while the right panel operates a "did you know?" section of their special offers, charge card, cash promotion and more. The back shows a handy map of the closest store to the prospect as well as a Kohl's $10 gift card that's encased in plastic, which may encourage the prospect to physically get involved with the mail piece by peeling that back (Archive code #910-402855-0904A).
Family jeweler Daniel's uses a conventional slim-jim sales flyer with a very unconventional personalized lift note. First of all, the yellow legal-pad look is actually part of the back cover, rather than stuck to it. Second, the note's very small, as in 1-1/2" x 3", and may almost escape detection. But for those prospects who do notice it, it may work well, for it uses the prospect's first name and then mentions the Mother's Day sale and the special offers that go along with that (Archive code #910-705036-0904).
Another jeweler, Helzberg Diamonds, also went with an unusual tactic to win over prospects. The full-size 8" x 11" sales flyer appears like any other except for a personalized sticker attached to the cover, on the bottom right. The prospect's name and address is printed alongside the local store and its location. It asks the prospect to "peel here and bring in" to receive a free bracelet, and that "cultured freshwater pearl bracelet" is shown in a photo on the sticker. It also says that no purchase is necessary next to an offer expiration date (Archive code #910-400351-0904).
Lastly, sometimes partnering with a nonprofit will attract prospective customers. For Kiehl's, sold through Neiman Marcus and which uses several celebrities in its campaigns, its partnership with the Waterkeeper Alliance is the focus of its current direct mail campaign for a limited edition series of fair trade lotion in designer bottles. The front of its 6" x 8" self-mailer announces in huge type, "Give Back Give Kiehl's" and then in smaller type, "Support Waterkeeper Alliance for Clean Water and Strong Communities" (Archive code #910-171735-0904).