Trunk Club’s Mail Taps Into Members’ “Unpacking” Stories
You can still find magic in subscription marketing, based on the how this direct mail effort promotes this online clothing service.
Mailer Name: Trunk Club
Date Mailed: December 2015
Trunk Club offers a service for men and women who don’t have the time or desire to go clothes shopping themselves. First, members sign up online. Then, they “meet” a stylist to talk about their clothing needs. When their box is delivered, they try on the clothes, keep what they want, and return the rest.
“Unpack what’s next” reads the front panel of this self-mailer. Various objects are arranged around the delivery box, like a gavel, wedding rings, and a camera. The first inside panel spells out the mission: “We’ll find the clothes that help you look your best.”
Another panel explains how the process works, beginning with the online signup. Mouse type at the bottom gives the terms and conditions.
Four panels of the mail piece relate the stories of male customers. Each profile shows the member and the items selected by his stylist. It also includes the full name, picture, and a quote from the stylist for each client. “The tie he wore at their wedding was one of the first things I sent him,” says one.
Relating the experiences of customers in a compelling way can engage, and keep, your target audience.