Just About Anything Can be Sold Via Direct Mail (949 words)
By Lois K. Geller
Looking at mail on a snowy eve.
Christmas in New York means mail. I get bills, catalogs, happy holidays cards, fascinating letters about "what the (NAME HERE) family did last year," solo mailers, self-mailers, letters from good friends, and a special kind of mail from "other friends" that starts to come in mid-December.
These other friends are the wonderful people who look after my neighbors and me all year long.
My favorite is the annual "Seasons Greetings" from the 21 employees of my apartment building. The folded single sheet someone slides under my door has blurry color photos of the doormen, porters and handymen with a bigger photo of the superintendent. The photo captions give us their names (as if we'd forget), what they do, and how long they've worked in the building. Maybe we're supposed to give gifts based on longevity, like five bucks a year.
The newspaper delivery people (they're a family out in Queens who get up before the crack of dawn) leave a card with a business reply envelope inside so you can mail a gift to them. One year I forgot to send a check and for a few months had to race down the hall in my nightgown every morning to get The New York Times and Wall Street Journal three doors away.
I was talking to Hallie Mummert at Target Marketing last week about all this strange mail, and she said "You should see the weird offers we get." I asked her to send some over. She did. Here it is.
"There's Never Been a Better Time … "
A self mailer. "Pines Terrace Mausoleum. Act now and Save! *Save up to $1500. (At pre-construction pricing. More affordable than traditional cemetery burials, one of the lowest priced mausoleums in the Delaware Valley)."