Mail Stream: August 10
Caribbean Travel + Life Offers Free Issue
Bonnier Corporation’s Caribbean Travel + Life recently mailed a package touting an “Exclusive Charter Invitation” for a three year subscription. The #10 package reads “We bring paradise to your doorstep” and a pink “FREE” sticker is affixed to the envelope. The back of the package alerts recipients to a free gift and the soft offer. Inside, the letter introduces the magazine, stating “finally, a magazine that celebrates your love of the Caribbean like never before. A unique magazine that embraces the fun, sun, cuisine and culture of one of the most beautiful places in the world.” Throughout the letter, the word “FREE” is printed in bold to emphasize the free preview issue. An insert details the free travel bag premium that responders receive with a paid subscription. The backside of the insert offers a chance to win a scuba mask and snorkel combo, if the reply form is returned in a “special winning reply envelope.” The soft offer is $24.95 for 27 issues (one free). Previous mailings from the magazine have promoted a hard offer of 27 issues for $27.
Obama Wants You to Help the Student Conservation Association
The Student Conservation Association (SCA) mailed a donation appeal asking recipients to team up with President Obama to protect America’s Parks. The SCA is an organization that provides college and high school aged members with hands-on conservation service opportunities, with the goal of inspiring the next generation of conservation leaders. The front of the 6” x 9” package depicts a hardhat wearing student smiling at the camera as she hauls a burlap sack over her shoulder. The teaser reads “President Obama and SCA team up to protect America’s Parks. Won’t You?” The letter inside begins by declaring that the first thing Obama did after signing the Edward M. Kennedy Serve America Act was to join a team of SCA volunteers to plant native trees in a national park on Earth Day. A picture of the president is prominently displayed at the top of the page, showing him digging a hole with fellow SCA volunteers. The letter continues by asking for support to help the SCA take the lead in a nationwide recovery effort to restore parks in every state. The reply form comes attached to a chart showing the top 10 states with the most service hours, lead by California. The reverse side offers a few bullet points explaining why the summer months are crucial to the parks: “summer is a critical time to monitor habitat threats and the status of native plants and animals.” Below, the SCA boasts a list of facts as to why the organization is one of America’s most efficient nonprofits, like how only a nickel of every dollar donated goes to fundraising, and the fact that the SCA is the largest single source of volunteers for the National Park Service, providing nearly 2 million hours this year. The reply form presents an ask ladder of $25/$100/Other, stating that $25 sponsors a park volunteer for 65 hours and $100 sponsors an entire team.
Vitacost Rewards Buyers with “3 Pack Bonus”
Vitamin, supplement, and health products retailer VitaCost.com included a variety of incentives in its Summer 2009 catalog. In addition to a dot whack reading “Save up to 80%…” the cover promotes the special offer, and NSI Synergy brand Multi-Vitamins ($13.99 – $129.99), which are promoted as “Building Blocks for Good Health.” Detailed on the back cover, the special offer rewards orders of $50 or more with the 3 Pack Bonus that includes a 10 issue subscription to Health Magazine, a 7-ct supply of Every Kids Multi-Vitamin, and a Food Pyramid Mouse Pad. This is not the first time the retailer has used similar incentives. Earlier this year, the Spring 2009 book offered a 1-year subscription to Prevention with $75+ orders. Inside, the selection of merchandise varies from antioxidants like Dynamic Health Juices ($3.98 – $14.56) to anti-aging creams, toner, and treatments ($12.00 – $29.99). Orders can be made by phone or online.
The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: <a href=”http://www.paradyszmatera.com/direct.cfm”> ParadyszMatera.com.
