Mail Stream: A Report on Incoming Direct Mail

New Ergostyle Catalog Focuses on Good Design, Ease of Use

Kessler McGuiness & Associates, a Massachusetts-based firm that specializes in far-reaching concerns like universal design, accessibility planning and compliance with the Americans with Disabilities Act, decided to channel some of its 60+ years of business experience into everyday consumer needs with a new mini-catalog called Ergostyle. The glossy self-mailer features 17 well-designed, ergonomically sound product offerings that are "easy to use, even with arthritis, back or knee pain." Most of the modern, stylish products offered -- the Oxo Salad Spinner, Ergopen -- are already offered by a variety of retailers and catalogers, but Ergostyle's emphasis on "ease of use" shines a more specialized light on these familiar items. Titled "Holiday 2003," the catalog's pronounced gift focus is also apparent, with many items packaged together into new collections and sets (e.g. "Salad Essentials," "Gardener's Delight Gift Set") rather than standalone products. The mailing piece itself is unusual, as it is a large four-panel self-mailer rather than a traditional bound catalog. The large format measures roughly 35" x 8-3/4" when fully extended; folded, it mails at 8-3/4" squared. As one would expect from a piece with such limited sales space, there is no direct mail order form, but more surprising is the absence of a functioning website. The only way to place an order with Ergostyle is to call the toll-free number. Prices range from $99.99 for the Airexcel Briefcase which is designed to prevent back injury and improve posture to $18 for the Ergopen, a writing instrument that conforms to the user's hand (available in right- and left-handed versions). Free shipping is available on $150+ orders.

Bowery Mission Eating Away at Hunger
The Bowery Mission recently delivered a tastefully creative direct mail piece aimed at fighting hunger this holiday season. Instead of mailing an ordinary package for its annual fall campaign, the 124-year-old organization tested a unique self-mailer shaped like a sandwich with a bite taken out of it, and mailed in what appears to be a clear sandwich baggie. The back of the mail piece reads, "Take a Bite Out of Hunger." The faux sandwich opens up to reveal the meaty part of the campaign - the ask ladder, pitch letter, reply form and a detachable return envelope. The letter encourages donors to give as much as possible to help feed the needy along the Mission's ask ladder of $17.49/$31.80/$47.70/$111.30/other where each donation level feeds an increased number of people (it begins with 11, and ends with serving up to 70 people). The ask ladder is a little steeper then previous holiday efforts, but it hasn't seemed to steer away donors. In fact, according to reports, the sandwich mailing is helping the Bowery Mission to receive a higher then average gift donation. Donations can be sent to the organization by mail.

My Twinn: One-of-a-Kind Children's Gifts for the Holiday Season
It's said that mimicry is the highest form of flattery. This tenet certainly applies to children's gift catalog My Twinn, which sells one-of-a-kind dolls created to look exactly like a child. The front cover of the Holiday 2003 catalog demonstrates the amazingly near-perfect resemblance of a freckled-face young girl hugging her freckled-face doll. An enticing present-shaped box on the cover invites recipients to, "Make this Holiday the one she'll never forget!" Another gift box alerts potential buyers to the fact that My Twinn dolls now start at the new low price of just $79, compared to last year's $139 price tag. The order form offers several options for customizing the dolls, including face style, eye color, hairstyle, color and length, plus other detailed facial features that can be added for an extra fee. Doll accessories, such as sunglasses and jewelry, are offered along with matching child/doll outfits, so they can truly be twins. Parents and other loved ones who wish to make a big impression on the special children in their lives can order the dolls through the mail, online or by phone.

The direct mail pieces appearing in Mail Stream are tracked and analyzed by ParadyszMatera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevanceä. Web address: http://www.MarketRelevance.com/newsletter.cfm