The 5-1/2˝ x 7-1/4˝ self-mailer from Bath & Body Works is more straightforward—opening to advertise its “The Ultimate Beauty Cravings Event” and containing all of the important details on one page, along with the nearest location to the prospect’s home. Two discount cards, for a free aromatherapy session and reduced price tote bag, are also presented (Archive code #910-434166-0708).
One to Watch: Rite Aid
Okay, admit it, you want to read about one more drug store! The reason why we’ve anointed Rite Aid as the “One to Watch” this month is because it entered the mailstream with a mailing that does multiple things well.
First, to let you in on the corporate side of drug store companies, Rite Aid recently bought Eckerd. People are pretty loyal to their local drug store, and often the pharmacist who dispenses their drugs, and Rite Aid wisely understands this. In fact, the theme of its entire 6˝ x 8-1/2˝ self-mailer is to reassure the Eckerd customer, rather than toot its own horn about how superior Rite Aid is (Archive code #910-693570-0708).
The back of the outer features the Rite Aid sign, with multiple and ethnically diverse employees of the company next to it with very welcoming expressions on their faces. The cover lines? “A really good drugstore is about to get better. Eckerd is becoming Rite Aid. Celebrate with $15 in savings!” The opening flap of the self-mailer offers a warm greeting from the CEO, with her friendly photo next to it; in the short letter, she tells the prospect that “you’ll still have all of the same pharmacists, store associates and services you’ve come to depend on, only now, you’ll have so much more.” Behind the flap is a same-sized picture, this time of a pharmacist—emphasizing the personal nature of the drug store.