Top Mailing: Zagat Now Wines as Well as Dines
And the letter is just the beginning. The contents also include a high-end brochure (see image below) describing the introductory offer in further detail, along with an array of classy images and descriptions of the 12 bottles of wine included in the introductory case — not to mention a list of benefits on the back. Another insert details some of the bottles even more, discussing the countries of origin and the types of food each wine goes well with to satiate the palate. One more glossy add-on describing the four free wine glasses is included as well, along with a BRE, and throughout, Zagat provides a phone number and URL to respond or explore further.
In a similar fashion to the Wall Street Journal’s wine club mailer sent in the latter half of 2009 (Archive code #363-717084-0909), the Zagat Wine campaign does an extremely effective job in engaging its prospects and communicating its offer in a relevant manner. But to separate itself from the WSJ package, Zagat goes with a thicker paper stock and throughout opts to go with a higher-end appeal. From the envelope to the brochure to the inserts, Zagat does a remarkable job keeping consistent with its tone and message … and keeping everything upscale — all while remaining less cluttered.
And let’s be honest, it’s a bit more in sync with its flagship service for Zagat to jump into the wine space than it is for the Wall Street Journal. Now Zagat really is wining and dining its subscribers.