Mailstream: March 25
Republic of Tea Brews Charity Tie-In
The Republic of Tea highlights its line of herbal tea for children as well as a partnership with a nonprofit in a recent effort. Like previous mailings, the polywrapped slim-jim catalog is accompanied by a sample of tea, this time Strawberry Vanilla from the Little Citizens’ Herb Tea collection. The cover of the catalog features a canister of the sample tea ($10.50 per 36 tea bag canister) alongside the Little Citizens’ Mug ($12). Just inside, a note to recipients explains that $1 from each tin of the new caffeine-free Little Citizens’ Herb Tea line will go towards building 100 libraries for children around the world in conjunction with the nonprofit organization Room to Read. The catalog contains an extensive range of tea and related gifts, including everything from black teas to rare Imperial Republic teas. Most teas are offered in full leaf or by tea bags, as well as in bulk or in a “Sip-by-Sip Sampler” (enough full leaf tea for 7-10 servings). Products include the Cardamom Cinnamon Tea ($9.50 for 36 tea bags, $32 for Bulk Full-Leaf, $37 for Bulk Tea Bags), the Riverwalk Teapot ($89), and the Bamboo Market Bag ($26.50). A Superfruit Sampler containing two individually wrapped tea bags each of Pomegranate Green Tea, Blueberry Green Tea, and Acai Green Tea is offered as a premium on payment with orders of $60 or more. Previously used incentives from the mailer have included tote bags and tea presses. The standard free shipping offer on orders of $100.01 or more is also included in this book. Orders can be placed by phone, fax, mail, or online.
Plan USA Offers Hope for Children Around the World
Plan USA, a nonprofit organization dedicated to assisting orphaned children around the world, recently mailed a promotion featuring a bracelet freemium and expanded giving options. The full-color cardboard package features a picture of two boys and “Make a Life-Changing Decision, Now…” The back of the package features a plastic window revealing the enclosed bracelet, which has been used in the past. The letter inside tells the story of Alex and his two-year old brother, Mawudeka, the two children on the front of the package. Alex started caring for his brother and his ailing grandmother after his parents passed away. The letter goes on to explain the best way to help a child like Alex is through Plan’s Sponsorship Program. Recipients can sponsor an individual child by making a reoccurring donation that funds access to clean drinking water, education, and medical help. The blue bracelet has a silver band that reads “For the Children.” A Plan USA charm dangles from one end, with the organization’s URL engraved on it. The bracelet is affixed to a sample sponsorship card that lets donors connect to the child they are supporting. The card features a photo of the child along with their name, birthday, and some other facts as well as contact information. The reply form allows recipients to choose the gender, age, and location of the child they would like to sponsor, including Central/South America, Asia, or Africa. Recipients also have the choice of selecting “the child who has been waiting the longest.” Reoccurring donations are set at $24/$72/$144/$288 for monthly/quarterly/semi-annual/annual donations. Unlike previous efforts focusing on sponsorship only, this piece also features a separate $25/$50/$75/$100/other ask ladder for one-time donations.
Dr. Andrew Weil Adds Freemium
Dr. Andrew Weil’s Self Healing Newsletter recently mailed a package with a tea bag freemium and a new premium on payment. The publication, known for promoting good health through a fusion of modern and alternative medicine, is named for the Harvard educated M.D. who helms it. Creative on the envelope compares to previous mailings by asking the question “How Do Some People Stay Young…?” What’s new is the “Do Not Bend” copy in capital letters above the address panel window, piquing curiosity as to what’s inside. The tea bag freemium arrives in a sealed plastic package, but is never mentioned in the contents of the mailing. Package contents include a brochure-style letter from the publisher with boldface headings, bullet-pointed facts, and underlined statements like “Small changes can make a big difference.” The letter also touts the two free preview issues, including the premiere issue of the “newly redesigned newsletter.” A lift note from Dr. Weil reiterates the publication’s focus on healthy living and urges readers to preview the “vital information” provided in the offer. An insert titled “Meet The Pioneer Who Is Changing The Face of Medicine” introduces Dr. Weil as the clinical professor who founded and now directs the Program of Integrative Medicine in Tucson, AZ. It also highlights the premium on payment incentive of Dr. Andrew’s special edition two CD set, “Breathing – The Master Key to Self Healing” which is “exclusively for new subscribers!” The reply card contains two involvement stickers — a blue “Free Issues,” and a yellow “Free Gift.” The soft offer is presented as $19.95 for 12 issues (two free).
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: ParadyszMatera.com.
