Mail Stream: A Report on Incoming Direct Mail

J.L. Powell Brings Back Upscale Safari
Luxury clothing and sporting goods retailer J.L. Powell recently premiered its catalog with embossed lettering on a milk chocolate cover and the tagline “The Sporting Life.” Inspired by Willis & Geiger, a former Lands’ End title famous for an Ernest Hemingway bush jacket, the book caters to the upscale adventurer. The 40-page perfect-bound catalog No. 1 features several pages of translucent vellum, printed with detailed product histories and descriptions. Outdoor apparel makes up most of the product offerings, such as the 3xDry Cargo Pant ($168). Described as “a bulwark of utility and a minimum of bulk,” the pants are designed to keep the serious sportsman looking sleek and moving with ease through dense bush. Offerings also include Cotton Polo Shirts ($224) and V-Neck Sweaters ($179) in a 30 gram weave for cooler summer nights “when you want to look smart,” as well as Burnt Pint Boots ($1,175) with double leather construction. Sporting accessories featured include an Alligator Safari Bag ($12,400) and Swarovski Binoculars ($1,799). The full range of Swarovski optics and other items are offered at the website. The back cover features a letter from J.L. Powell (CEO) himself, explaining his quest to bring fine artisan products to customers who share an “appreciation for quality” as well as a “passion for the outdoors,” and inviting visits to the flagship retail location in Three Oaks, MI. Orders can be placed by mail, phone, or online.

New Logo, Voucher from Step by Step Beads
Step by Step Beads, a bead crafting enthusiast magazine from Aspire Media’s Interweave Press, recently mailed a voucher package featuring a newly redesigned logo and a faux carbon-copy reply form. The return address field of the otherwise blank 4” x 8” package features the new modern-looking font logo, which first appeared on the cover of the May/June 2007 issue. Inside, a bi-folded glossy insert informs beading buffs that their “most beautiful beadwork is as easy as 1...2…3…” with help from Step by Step Beads. Offering projects, design tips, and advice from professionals, the insert describes the crafting publication as a magazine for “bead artists of all skill levels.” A simple “order form” voucher details Step by Step Beads hard subscription offer, set at $19.95 for six issues of the bimonthly magazine. The white voucher features the words “Enclose this page with your payment,” in red lettering, while a yellow copy of the voucher without the enclosure directions is also included, presumably for a new subscriber’s personal records.

Insert Delivers Poison Ivy Relief Via Sample, Coupon
Tec Laboratories Inc., a manufacturer and marketer of over-the-counter pharmaceuticals, recently sent a package insert promotion complete with a sample and coupon for its Tecnu Extreme poison ivy scrub. The insert was mailed in a package from the Cheaper Than Dirt catalog, which sells gun accessories and other items for hunters and outdoorsmen. The 5-1/4” x 7” piece is printed on heavy card stock and reads “Stop poison ivy in its tracks” across the front alongside an image of a mountain biker in silhouette. It states that Tecnu Extreme Medicated Poison Ivy Scrub relieves itching and burning, directing recipients to the “Free Sample inside!” The tri-fold piece opens to reveal more details about the product as well as a testimonial from a professional mountain bike racer. A sample packet is affixed to the card along with “How to use” instructions next to a detachable $1 off coupon. An entry into a sweepstakes for a $250 gift certificate “to spend on items from your favorite catalog” is offered to those who visit TecnuSample.com and fill out a survey. Recipients are directed to TecnuExtreme.com or 1-800-ITCHING for more information.

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