Direct Mail Spotlight: Real Simple
Real Simple delivers on its brand promise within the mail piece by sharing time-saving tips, recipes and ideas for self-improvement. “[The package] was a response to figuring out ways that we could still showcase our brand, communicate our brand promise of simplifying your life and highlight our photography, but in a different format that was slightly more cost-effective,” asserts Garcia.
The first five pages of the package feature a letter from the managing editor describing Real Simple’s editorial benefits with call-outs such as, “Spend less time in the kitchen” and “Carve out moments for yourself.” Also mentioned in the letter are the offer for two free issues with no payment obligation, the enclosed “FREE Speed Cleaning Guide” and a 40-page “Getting Organized Guide” premium.
Copy and images are pulled directly from the pages of the magazine and reformatted to fit the mailing. Real Simple’s editorial is a product of intense research to achieve maximum resonance with the target audience. “We have an in-house group that literally does issue-reading studies,” Garcia says.
This research carries over into the mailing’s content; for example, the Speed Cleaning Guide was selected as a freemium because the original speed cleaning story scored really well in a research environment. “It was one of our best-performing articles. We think it adds value to the package because it’s an instant gift that’s applicable to women,” Garcia comments.
Future versions of this mailing may include content, list and format tests. “We have a family issue that’s a special issue, and it’s something that we’ve toyed with promoting on the outer while segmenting to lists with women who’d make sense. We’re always looking to reduce the cost of our mail packages through new formats,” Garcia says. One thing is certain—Real Simple will continue to infuse its direct mail with precise, targeted editorial. “We’re constantly doing research on what articles are most interesting and what content really is the most appealing within the magazine,” Garcia concludes.