Mail Stream: A Report on Incoming Direct Mail

Old Durham Road Brings Britain Stateside
Old Durham Road, a purveyor of home decor and gift merchandise that evokes “English Country Living” recently mailed its summer 2008 catalog. The front cover shows a picturesque country estate complete with a stone bench and a wooden bridge. Copy at the bottom promotes the catalog’s “English Fragrance Supplement Featuring Norfolk Lavender.” The 54-page book offers a variety of British-themed home goods, beginning with items from “The Buckingham Palace Collection,” with everything from crest-embroidered Lion & Unicorn Palace Tea Towels ($25.95 for a set of two) to a limited edition Golden Coach Desk Clock ($89.50). This section also includes a variety of books and DVDs on Windsor Castle and Buckingham Palace, as well as the royal family. Additional products offered include decorative items, food, apparel, and jewelry. In the ten-page supplement titled “Fine English Fragrances & Gifts,” merchandise includes an assortment of teas, candles, perfumes, lotions, and soaps. Another section (“Early Celebrations”) highlights holiday merchandise while the back cover pays tribute to Winston Churchill with motivational plaques that read, “Never Never Never Give Up” ($14.95) and “If You’re Going Thru Hell, Keep Going” ($12.95). On the address panel below, the catalog encourages customers to save gas by shopping from home. Orders from Old Durham Road can be made by mail, phone or online at OldDurhamRoad.com.

BBC Knowledge Mails Charter Offer
The British Broadcasting Corporation (BBC) recently mailed a charter offer for its new science and history magazine, BBC Knowledge. The unmarked monarch envelope contains a voucher attached to a personalized ”Statement of Benefits” that promises recipients the premier issue Volume I, Issue I, five additional issues, and a special renewal price for those who subscribe by a certain date. A bi-fold insert announces “New from the BBC -- A magnificent new magazine to inform and inspire!” A magazine cover featuring the headline “Earth’s Fiery Future” is displayed on the front, with three other sample covers inside below the headline “Knowledge is Power.” The voucher presents the hard charter offer as $29.95 for one year (six issues).

Borders Introduces New Website
Borders.com – the online home of book, movie, and music retailer Borders – sent a double postcard inviting recipients to explore its new website and offering a discount on orders placed by a certain date. The company’s website was previously run by Amazon.com. The front of the 6” x 11” piece reads “introducing the new Borders.com – more to explore” alongside multicolored polka dots. A yellow semi-circle in the top right-hand corner alerts shoppers to the $5 off valuable coupon for all purchases made by a certain date. The redesigned site is also pictured. Inside, readers are welcomed “to a real bookstore – online.” The opening blurb asserts that the new site captures the atmosphere of the retail store and invites shoppers to visit today. A header encourages shoppers to “experience the magic” of the “Magic Shelf” online tool, which allows consumers to browse virtual bookshelves as they would appear in a store location. Other features touted include online video exclusives as well as Borders Rewards membership. Free shipping is available on any order shipped to a Borders location as well as any $25+ purchase shipped directly to the customer.

The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.