Simple direct mail offers can work like crazy

Spring Hill envelope sampleWhat do you do when you have a good product and a loyal audience? You give them a simple, straightforward offer. That’s what Spring Hill Nurseries did with this big 6” x 11.5” envelope package.

Ferns are popular because they grow in moist or shady areas of the garden where few other plants will grow. They blend with any kind of plant and provide beautiful color and texture where it’s needed most.

I’m a customer of Spring Hill, and I’ve purchased ferns from them before, so I’m on their list and they know I like ferns. Do they need to clobber me over the head with fern details. No. They just need to catch me at the right time with the right offer.

They start on the outer envelope with a big photo of their ferns. The teaser copy is dead simple: “Ferns. Over 50% OFF!” Not clever, but it doesn’t need to be. The back of the envelope shows the six types of ferns offered with the headline “Beautify any shady spot instantly and save over 50%!”

Inside, Spring Hill uses smart production techniques to create a wide, personalized letter and order form. The two pieces are printed on one 11” x 17” sheet then cut apart. This lets them use the headline “Delicate, graceful, elegant and soothing are just some of the words that describe our Hardy Fern Collection, Mr. Rieck.”

The package also includes a small gatefold brochure. Large photos, big type, and simple copy help the reader visualize the ferns in his or her own garden. The offer is everywhere you look.

This is not what you would call an “award-winning” direct mail package. There’s little of what most people would consider clever copy or design. But Spring Hill is a no-nonsense seller of flowers and plants. Their customers don’t want clever advertising, they want beautiful gardens and good deals. So the focus is always on the promise of carefree beauty and dollar savings.

One nice technique demonstrates this straightforward marketing approach. On the back of the business reply envelope, an area most mailers leave blank, they offer to send a free catalog to two friends if you supply their name and address.

Clever? No. Smart. You bet. I’m hip to their selling techniques and this package still made me want to order ferns. That’s good direct mail.

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Comments

2 Responses to “Simple direct mail offers can work like crazy”

  1. Storytelling Social Media Marketing PR Business & Technology Curated Stories June 29, 2010 on June 29th, 2010 5:11 pm

    [...] Simple direct mail offers can work like crazy Published: June 29, 2010 Source: Direct Creative Blog What do you do when you have a good product and a loyal audience? You give them a simple, straightforward offer. That’s what Spring Hill Nurseries did with this big 6” x 11.5” envelope package. Ferns are… [...]

  2. Rafal on July 27th, 2010 8:08 am

    I like simplicity and directness of the approach. It’s refreshing to see these kind of marketing campaigns.



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