DIRECT MAIL REVIEW: TRAVEL INDUSTRY
What appeals to consumers about travel? Maybe it’s staying at a five-star resort or going to an exotic destination. No matter the choice, consumers typically want to get away from their everyday lives and jobs and experience something new. Tauck is a well-known travel company, focusing on world-wide destinations. Let’s take a look at a recent mailer from them.
Format: The outer envelope was 6” x 9.5”. Inside, there was a 5.25” x 8 3/8” letter, a 4.25” x 6” card and a brochure 15 7/8” x 21.5” that folded down to 5.5” x 8 7/8”.
Design: One of the more interesting aspects of this mailer was the use of the green ink, which Tauck also uses on their website. It is a distinctive green and definitely stands out. The green was used as the primary color on the envelope, brochure and card, with large solids on each item. The fonts were easy to read and the photography was stunning. The large full color photos on the brochure took up an entire side of the brochure and most of the other side and were of places from around the entire world.
Printing & Paper: Amazing! Eye catching! Tauck used several best practices on the outer envelope that usually help raise open rates: using several taglines, including an offer and using a large full-color photo on the non-address side of the envelope. Plus, the envelope was large and thick from the items inside which made me want to open it and see what was inside.
Purpose: Lead generation. Tauck is using this piece to gauge interest in their travel programs.
Offer and Call to Action: The offer is a free 2020 calendar or mail in a card to receive brochures of preferred travel destinations and types of trips. Tauck lists a phone number and website as an alternative to mailing the reply card.
Digital technology integration: None but none was needed. Tauck did mention visiting their website to gain access to travel forums, watch videos and read past guest reviews. They also suggest the end user follow them on Facebook.
Personalization: None but none was needed.
Overall, an impactful mailer because it made me open the envelope and explore the pieces inside. They are clearly savvy mailers since they used so many best practices and found many ways for the end used to interact with the. Tauck makes it hard for the consumer to say no to such great trips/adventures. Sign me up!