Tis the season for catalogs and gifts! The holidays are a great time to take advantage of more creative and festive marketing opportunities. If you have a product that people could benefit from during the holidays, even better! Shutterfly recently sent out a holiday mailer catalog that really grabbed the attention of Ritter’s Printing & Packaging. Let’s break down the direct mailer example together, shall we?
HOW TO CREATE AN IMPACTFUL HOLIDAY MAILER FOR YOUR DIRECT MAIL CAMPAIGN
Shutterfly is known for thoughtful, personalized gifts that are completely customizable. From calendars, notepads, dog tags, kitchenware, and even cellphone cases, they seem to have it all. In order to appeal to potential new customers, Shutterfly utilized direct mail to get the word out about its services. There were several things we liked about this holiday mailer.
Holiday Direct Mailer Format
8.5×11” full color catalog
Design
For anyone not familiar with Shutterfly, they are known for their orange color, including the boxes their products are shipped in. The catalog had a wraparound cover that had big orange solids on the front and back cover, so I immediately identified it with Shutterfly. It was easy to read and the catalog itself was very visual. Each page was laid out with just the right amount of copy and photos.
Printing and Paper
The wrapper was on a light offset cover stock and was printed full color. The contrasting orange solids with reverse white text stood out nicely. The catalog itself was printed on gloss text and what I would expect for a typical catalog.
Presentation
The unique feature about this catalog was the coupons affixed to the cover of the wrapper. Two coupons were attached, and each had a unique authorization code. They peeled off very easily.
Purpose
Drive traffic to the website for orders.
Offer and Call-To-Action
Save $10 plus free shipping on qualifying orders. The catalog was highlighting holiday cards and gifts, so the offer was relevant and timely and was placed on the front and back cover. The expiration date was clearly visible on the front cover but not so noticeable on the back cover.
Digital Technology Integration
None
Personalization
None and I think they may have missed the boat. I am a frequent Shutterfly client, and they could have enticed me with a coupon to try a new product I have not bought from them before or offered me a larger value coupon since I do buy so much from them. They email me 40% off coupons regularly so $10 off is insignificant in comparison.
Ritter’s Conclusion
It was a nice mailer and it made me take a closer look at its other product offerings.
WORK WITH A DIRECT MAIL MARKETING SPECIALIST
If you’re looking to make a splash with your marketing efforts during the holidays, a direct mail marketing strategy could be just the thing you need! Ritter’s Printing & Packaging has the expertise to help you come up with the very best direct mail solutions. Call Ritter’s today at 954-771-7204 to learn more.
