Disney's Self-Mailer Rolls Out Value
Direct mailers who love self-mailers love them because they're produced quickly and cost effectively, eliminate the problem of getting the envelope opened, and can really support a lot of creative that wouldn't normally fit into a typical direct mail package.
In selling its resort offerings, Disney and its Disneyland resort have found self-mailers work best. "Being in direct marketing, we all know about #10 as one of the tried-and-true communication vehicles for direct response, but we ... don't use #10s and we pretty much just use self-mailers in terms of efficiencies in cost and speed to market," says Patricia Rodriguez, CRM program manager II for Disney Destinations.
For its late summer Disneyland resort offer, Disney sent a deluxe self-mailer that folds out vertically into four panels on each side. The mailing dropped at the end of April, and along with an email component, it has been performing really well so far, bringing in more than 80 percent of the target sales the company wanted to achieve (with only 43 percent through the booking window).
When guests receive the mailing, they see teaser copy on one side, which reads, "See The Light — An amazing hotel offer and awesome entertainment make this summer sizzle at Disneyland." Behind the copy, there are white lights and bright stars set against a night sky. On the address side, the "Save 35 percent" offer, travel dates and guest PIN number are all spelled out.
Once inside the mailing, the "See The Light" theme is carried out with an entire vertical, four-panel side of the mailing showcasing Disney's Electrical Parade and fireworks show. Copy at the top reads, "See The Night In A Whole New Light!" and there are dragons, flames, bursts of fireworks and the iconic Disneyland castle lit up at night. The offer dates, discount and call to action (a toll-free number) are all repeated on the edges of the luminescent panel.