Ritter’s Direct Mail Piece of the Week – BJ’s
August 11, 2017
Sometimes a tiny element is enough to elevate a direct mail piece into my “open” category. That was the case with a recent mailer from BJ’s. Let’s take a closer look.
Format: A #10 envelope with an 8.5×11” letter enclosed.
Design: The most interesting aspect about the envelope was in the upper left corner. BJ’s made the corner of the envelope look like a $15 or $25 bill. Pretty unique! The letter had a solid red business card tipped on. The back side of the letter was a colorful image illustrating some benefits to a BJ’s membership.
Printing & Paper: There were no special techniques used, the stock was heavy enough and it arrived in good condition. The tip on cards adds a nice element to the piece and one that is easy to pull off. There was text underneath the tip on card that directed the end user to a web address to find their nearest BJ’s.
Presentation: I received the mailer as is and it certainly made an impression on me.
Purpose: To entice the end user to pay for a membership to BJ’s.
Offer and call to action: The offer was well presented, relevant and valuable. If any of those three key best practices was missed, the mailer would not be as effective. The call to action on this piece was very clear: join BJ’s. From the very visible tipped on card to bold lettering, the piece really carried the incentive to go to the club and join. The expiration date was clearly stated on the piece as well, making the call to action a little more timely by adding a sense of urgency to the promotion. The value was twofold: the chance to save 25% off grocery store prices (as claimed by BJ’s) as well as a $35 membership fee for 12 months plus two free months.
Digital technology integration: None but none was needed.
Personalization: The letter was addressed to the recipient but personalization was not needed on this mailer.
Overall, a solid mailer thanks to the unique envelope and the tip on card. This mailer enticed me to open it and then BJ’s did the rest by making the piece colorful and easy to read.