Charles Tyrwhitt
It seems only natural that a mailing from upscale UK men's apparel marketer Charles Tyrwhitt -- "England's largest mail order shirt company" –- would look at bit different from comparable US efforts. Mailed in blue polywrap airmail
packaging with a freestanding personalized sales letter, Charles Tyrwhitt's latest effort has a clear emphasis on customer service. The book's layout is simple and easy to read with a focus on shirt, tie and cuff link combinations. There is minimal use of human models but maximum attention placed instead on the shirts. As an incentive to purchase more than one of Charles Tyrwhitt's rather pricey shirts (between $43.50 for polos and $108 for button downs), there is a special buy-2-get-1-free limited offer. Beyond shirts, Charles Tyrwhitt also offers a few other men's items, including boxers ($22.50-$30) and pajamas ($92.50 a set). This introductory sized book measures only 6" x 9-1/4", but for interested recipients, a reply postcard is included to request "a catalogue of our full range."
The Complete Guide to Natural Healing The latest polywrap from International Masters Publishers promotes the company's natural remedies program with a brand new "Eye Tea" freemium. The continuity, dubbed The Complete Guide to Natural Healing, grabs extra
attention with its green tea and chamomile bags precisely because they are meant to be topical beauty treatments – not hot beverages. This uncommon use for tea may pique the prospect's curiosity, adding to the intrigue already created by the conspicuous lump inside the unopened package (a "See Inside" sticker above the address label ties it all together). The new freemium tops an offer that is already heavily promotional. Like most International Masters Publishers efforts, The Complete Guide to Natural Healing promotion contains introductory elements from the continuity program itself. Six Healing Foods cards and a partial index card are enclosed, accounting for the bulk of the mail piece. Customers who respond for a free preview of 12 additional cards receive a mountain of premiums: a binder, 13 divider cards and 24 Natural Healing cards (on order), and a personal massage kit including loofah pads and scrub brushes (for orders placed within 10 days). The price of the program is $7.95 for the first 12 cards ($1 higher than previous efforts tracked), and $6.95 plus 95¢ shipping every three weeks for future shipments.
Texas State Rifle Association A new membership offer has been tracked from the regional organization Texas State Rifle Association. With former Texas governor President Bush now busy in Washington, DC, the Texas
State Rifle Association believes there to be an increase in anti-gun forces in Texas, and it is calling for the support of fellow Texans to help protect its freedoms. The 7-1/2" x 5-1/4" package exhibits a slight bulkiness due to the large sheet of address labels found inside. The address label sheet also contains other affinity stickers like the Texas State Rifle Association's bull logo and a photograph of the Texas state flag. Additional membership incentives include a subscription to its bimonthly magazine, TSRA Sportsman, AD & D insurance and discounts on long distance telephone service (not specified). Membership options consist of $20 (1-year), $55 (3-years) and $300 (lifetime). The Texas State Rifle Association also includes its web address for recipients interested in finding more information.
The direct mail pieces appearing in Mail Stream are tracked and analyzed by Paradysz Matera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance located at http://www.MarketRelevance.com/newsletter.cfm.
