Mail Stream: A Report on Incoming Direct Mail

Orvis - The Dog Book

 

Sporting catalog Orvis has long featured canines on its covers. It has used heroic shots of Labradors, Springer Spaniels and other retrievers on its hunting season catalogs, and snuggly indoorscenes for its Gift and Home, Men's Clothing and Women's Clothing editions. Its latest effort, The Dog Book, takes this dog devotion to its inevitable end, with six Yellow Lab puppies on the cover and 52 pages exclusively dedicated to pet supplies and dog-themed gifts. One star product is the Orvis Dog's Nest, one of the company's "all-time best-selling products." Other practical items include collars, harnesses, feeding stations and car seat savers. Given that The Dog Book is also a Holiday 2002 book, there are also plenty of gift items, many of which can be personalized. Dog fans can pick their favorite breed and wear it on sweaters, sweatshirts, boxers, ties and corduroy slacks. Home gifts include artwork, mugs, rugs and barware. Lastly, there is plenty of decorative holiday merchandise. In addition to a needlepoint stocking featuring a favorite breed, customers can purchase a paw-print shaped one for their best friend.

Aid to the Church in Need
A striking new address label package from Aid to the Church in Need, an organization dedicated to helping Catholics worldwide "who are prevented from living according to their faith," puts someinteresting twists on the religious fundraising format. The 5-1/2" x 7-1/2" outer envelope is a double-window effort with four richly-colored religious art works ranging in style from the Medieval period to the Renaissance. While there's nothing unusual about religious mailers using religious art - particularly those with Catholic causes - it is rare to find so many different images and styles represented within a single creative treatment. The effect is remarkably fresh. Along with the beautiful artwork, the envelope incorporates a few techniques typically seen only in traditional consumer marketing. The address label freemiums are promoted with a bright red circle (like a catalog dot whack) announcing "Inspirational Free Gift Enclosed." There is also involving creative copy like "An Urgent Time for Prayer - and Action." Inside, the Aid to the Church in Need package features 56 address labels and six additional stickers. A four-page letter from President Joseph Ferraro explains the organization's goal to help the 200 million Christians who are currently suffering for their faith. Aid to the Church in Need's donation ask ladder is $10/$15/$25/$50/other.

Indigo Wild
Founded in 1996, the Kansas City-based Indigo Wild has developed a broad line of all-natural personal care goods. The company's first tracked mailing, entitled Holiday Catalog 2003, adds a touch ofcharm by conveying the company's culture. The inside front cover of the 8" x 6" book promotes Indigo Wild's idealistic values and tight-knit work environment, hallmarks of a startup company. Beneath a photomontage of the company's "crew," a three-paragraph blurb enumerates the principles central to Indigo Wild: a commitment to its employees and the production of quality products, respect for the environment and good karma. From a design standpoint, the 24-page book is visually striking, employing vibrant colors and a patchwork style of photo layouts. Each product line is given its own one-to-two-page spread, beginning with Indigo Wild's flagship Zum Bar goat's milk soaps. With prices ranging from roughly $5 to $15 per item and $22 to $33 per gift pack, the company's aromatic handmade soaps, lotions, candles and the like are a bit pricey compared to off-the-supermarket-shelf brands, but not exorbitant within the premium personal care market niche.

The direct mail pieces appearing in Mail Stream are tracked and analyzed by ParadyszMatera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance(tm). Web address: http://www.MarketRelevance.com/newsletter.cfm