"Mail?! Isn't That Dead?"
"Mail? Isn't that dead?" That's the reaction I sometimes get from new friends when I talk about my job (well, part of it): analyzing direct mail.
To answer that "direct" question, let's take a dive into the retail sector. Yeah, the postal service is in crisis, mail volume is in decline, and digital retail channels are flexing their muscles more than ever. But over the last few months I've seen some terrific direct mail demonstrating that some companies still realize and celebrate the unique value of direct mail in positioning their brands.
My first "aha!" moment came in late April, with the new J. Crew catalog. On the cover was a greeting in white text ("NICE TO MEET YOU") on a red background. But that wasn't what got my attention. It was a two-page spread inside — the welcome to this "Style Guide" — that made me stop and read closely (see image in the media player).
The letter talks about how the catalog has been used by customers: "You read us on the train and on the beach. You also dog-ear the pages to mark your favorite looks ... SO HERE'S YOUR OFFICIAL COLOR BIBLE, YOUR OCCASIONAL TRAVELOGUE, YOUR WHAT-SHOE-GOES-WITH-WHAT-SKIRT AND WHAT-TIE-GOES-WITH-THIS-JACKET SOURCE OF INSPIRATION." In essence, the catalog is a benefit all by itself.
Lord & Taylor mailed a Style Guide of its own in August. It includes a note from Suzanne Timmins, the company's Senior VP & Fashion Director, who confidently proclaims, "Our Style Guide is all you will need to build your fall wardrobe. Take it from me, it's what's chic right now!" Likewise, Ann Taylor's head designer, Lisa Axelson, introduced readers to the store's first edition of "The Workbook." Actress Kate Hudson, the star of its Fall ads, appeared on the cover, but, Axelson says, the focus of the issue is on "women like you, with 9-5 schedules and a 24/7 life."