Direct Mail Piece of the Week: Saks Fifth Avenue Off 5th
January 7, 2016
How does a company stand out in the overload of holiday mail? Sak’s Fifth Avenue Off 5th sent a direct mailer that was able to stand out in the crowded mailbox so let’s take a closer look.
Format: This self mailer had an overall size of 23.75” x 18” and folded down to 6” x 9”.
Design: The most interesting part of this design was the use of metallic pink ink throughout the piece as an accent color. The other unique aspect about this was how it folded down from a large sheet to the easily mailed size of 6” x 9”. Saks Fifth Avenue used a combination of large black solids, large white spaces, large photos of the merchandise along with the neon pink ink. The entire combination really was eye catching and made me want to keep opening up the piece.
Printing and Paper: There were no special printing techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: We received the mailer as is and it was quite noticeable in our stack of mail.
Purpose: To drive Black Friday traffic to the retail Off 5th stores as well as online sales.
Offer and Call to Action: The offer was up to 70% off on select items. The call to action was that the offer was for 4 days only. It was relevant in that the mailer arrived in mid-November, just in time for the Black Friday shopping rush.
Digital technology integration: None but none was needed for this particular piece.
Personalization: None but none was needed.
Sometimes something as simple as an eye catching design using neon pink ink can have a greater impact than personalizing a direct mail piece or using digital integration. Ultimately, whatever means will resonate with the consumer at the right time will dictate the success of the direct mail campaign.