Throwback Thursday Direct Mail: Your Big Backyard
There are lots of ways to capture the attention of your potential audience with the outside of your direct mail piece, but none quite like this classic.
Mailer Name: Your Big Backyard
Date Mailed: March 2000-February 2006
In the children’s publishing niche, involvement devices are a staple of direct mail acquisition. Usually, that means stickers, puzzles, or some kind of free content. With this promotion for a kid’s nature magazine, there’s one more to consider: the outer. It’s a coloring page.
Printed on uncoated paper, the front of the 9”x12” envelope invites any child to grab their crayons or markers: “Color the animals!” The wildlife cartoon teases the content inside, as does the envelope’s heft. “WILD ANIMALS INSIDE,” the headline says. And, on the back, the copy confirms that a free issue lies inside.
The letter appeals to the soft side of any parent or grandparent reading it. “If you have ever seen a little one stroking a puppy or eyeing a fuzzy caterpillar, you know how children LOVE animals.” Besides testimonials, the letter also leverages education awards the magazine has received.
Enclosing a sample issue is another time-honored direct mail tactic. This one features a cute lion cub on the cover as well as the logo for one of the magazine's awards. Its 32 pages of content include articles, puzzles, stories, projects, and lots of photographs. All of it is perfect for engaging a child for hours
You can view the entire Your Big Backyard direct mail package to see how the National Wildlife Federation makes ordering a subscription irresistible for parent and child. To download a free PDF of this mail piece, courtesy of Who’s Mailing What!, please click here.
NOTE: Your Big Backyard became Big Backyard in 2011. In late 2012, following reader feedback, it and a sister magazine, Wild Animal Baby, were replaced by Ranger Rick Jr.
Include several involvement devices to keep your audience (or audiences) engaged.