Mail Activity Highlights: Merchandise
To quote our Who’s Mailing What! Archive director, Paul Bobnak, “Merchandise mail in March is like forsythia, as it appears before everything else comes up.” For merch mail, that means it shows the beginning of home improvement marketing mail, including everything from roofing, painting, kitchen overhauls, new beds, appliance insurance, pest-proofing and lawn care.
Interlock Industries, with its lifetime roofing system, uses a #10 outer that gets homeowners’ immediate attention: “Never reroof again. NEVER.” Because reroofing is one of the big expenses, it’s the kind of product promise that will get the envelope opened. The four-color brochure shows effective before-after pictures, and the letter does its best to spur immediate action, including mentioning “no credit applications refused” and “you will not have to negotiate” (Archive code #390-692305-0803).
Sometimes, clever marketing is a matter of ‘keeping up with the Joneses.’ On its 6˝ x 11-1/2˝ outer, Sears personalizes a small paragraph: “[First name], Sears transformed your neighbor’s kitchen on South St. We’d like to make you a valued customer too, by extending to you this special financing offer.” The offer is summarized below in three colorful squares, which read “FREE Estimate,” “NO Payment NO Interest for 12 Months” and “NO Obligation.” Turns out those squares are stickers that can be attached to the reply form inside (Archive code #390-171613-0803).
Certa-Pro Painters use a plain-jane #10 with its name in the top window. Frankly, it’s the kind of outer that would only draw homeowners who already have “must paint soon!” in their heads, and it poorly serves the two excellent components inside (along with a simple reply card): a comprehensive four-color brochure that both shows and tells how Certa-Pro does its work, and a solid letter, which uses the seasonal approach: “Painting your home in the springtime is optimal. Your home has just made it through the winter months, and it’s in need of a little attention.” Then the next four paragraphs are led by one bold word each: Painting, Passion, Professionalism and Time to get started” (Archive code #390-691386-0803).