Wake Up and Smell the Savings
As sound as Qwest is with its direct mail best practices, what sets this mailer apart is the design and copywriting. The self-mailer uses high-end stock and color tones that reinforce the coffee theme. And the copywriting itself, from the teasers on the outer to relating the cost per day to that of a cup of coffee to the emphasized call to action — “GET IT WHILE IT’S HOT. Call today and savor the savings!” — really drives the point home in a way any American can understand.
Conversely, internet and phone competitor CLEAR goes the more traditional direct mail route with its holiday offer. Mailed in a plain white #10 envelope, the teaser simply reads, “This is not junk mail.” Naturally, that leads recipients to wonder, “Well, if it’s not junk mail, what is it?” Curiosity draws them inside.
Once there, the reader is greeted with three components: a one-page letter, a trifold insert that highlights the benefits of the service and a sort of lift note that describes all the places you can access CLEAR’s high-speed mobile internet. Much like the Qwest mailer, CLEAR lays out the offer and benefits utilizing all the best practices: short sentences, bullet points, bold text, etc. The key difference lies in the straightforward way CLEAR lays out its offer, opposed to the coffee theme utilized by Qwest.
Regardless, CLEAR does an effective job communicating its $55 per month for life bundle offer of home and mobile internet. In addition, CLEAR uses the insert as an opportunity to upsell recipients with its unlimited local and long distance phone service, listing its benefits in bullet points. And much like Qwest, CLEAR provides a phone number and website for recipients to respond.
But the similarities end there. CLEAR doesn't try to get cute or clever the way Qwest did. Instead, it reiterates its offer in, no pun intended, clear language: "Hurry, call or click today to guarantee your rate for life."