Le Tote Explains Itself in 1 Direct Mail Piece
A hot Internet fashion rental service covers all of its bases with a textbook direct mail piece.
Mailer Name: Le Tote
Date Mailed: February 2016
This four-year old startup has an interesting business model: rent before buying. For that reason, it’s been called the “Netflix for women’s fashion.” The front panel of its mail for Spring 2016 shows a selection of seasonal clothing. But it’s dominated by the offer at top: “Take 50% off your first month of unlimited apparel and accessories.”
The first panel inside the folded self-mailer explains the subscription service’s process. Each step is explained with a few words and a pictograph. Another panel includes a customer testimonial, as well as praise from media like Glamour and InStyle.
The center inner panel highlights “Styles for every occasion.” It lays out garments and accessories to create looks that inspire customers. The outfits are organized into three rows for work, the weekend, and “a night out & events.”
Finally, one of the panels gets into some additional details. It names a few brands carried by Le Tote and offered to customers, like Rebecca Minkoff, and Max Studio. It restates the 50% discount offer and provides a code to use on the website. And, it reminds the prospect of some benefits, like “no styling fees,” and “Members can borrow and wear or borrow and keep.”
When selling a subscription, explain up front the most important parts of how it all works.