Another drug store, CVS, went in a far more innovative direction with its 5-1/2˝ x 8-1/2˝ self-mailer. First, it heavily personalizes the effort by referring to the prospect by her first name and placing a graphic of her house and address next to a road, with a CVS marked by a star not too far away. The teaser says: “Save gas. Save time. Save money.” And then tells the prospect that this CVS is closer to where she lives than Wal-Mart or Target. Second, it centers the mailing around gas prices, which are sure to increase and become a major issue for prospects; on the front, it pictures a gas pump and states “Right now, the average cost of a gallon of regular gas in Pennsylvania is $2.94”; on the back, it does the math for her, saying “Shop at CVS weekly and you’ll save $7.53 in gas per month.” That’s pretty brilliant (Archive code #910-669946-0708).
They say imitation is the sincerest form of flattery. Well, what do they say about one mailer blatantly ripping off another one? Linens ‘n Things has done that with its 6˝ x 11˝ self-mailer, which imitates practically everything from the staple oversize effort from Bed Bath & Beyond, down to the “20% off” coupon, oversize type and font choice. Still, it’s effective because prospects have difficulty throwing these efforts out because of their size and attractive discount (Archive code #910-403272-0708).
Lastly, both Bloomingdale’s and Bath & Body Works went with event-based mail. Bloomies used an upscale invitation-style 5-1/4˝ x 7-1/4˝ effort, with heavy card stock inside. On the outer, copy reads “donate $10 to charity and we’ll give you 15% off” and, inside, it turns out that customers are being invited to a one-day event called “Give A Little, Get A Lot!” However, with multiple events going on at different locations along with three cards detailing these different events and participating charities, it can get quickly confusing for the prospect (Archive code #910-171673-0708A).