Mail Stream: A Report on Incoming Direct Mail

A recent membership mailing from Solomon R. Guggenheim Museum offers recipients a “Free Pass to a private viewing…” as well as a freemium postcard of Vincent van Gogh’s Mountains at Saint-Remy. Native Peoples magazine has sent out a double postcard soft offer subscription solicitation, consisting of a free trial issue and an offer for a one- or two-year subscription. And a People for the American Way mailer includes a letter from actress Kathleen Turner and a free poster of the U.S. Constitution.

Guggenheim Mails Membership Invitation
The Solomon R. Guggenheim Museum in New York recently mailed a #11 package with a bright orange teaser to the right of its address panel reading “RSVP.” Background imagery features the museum’s famed curved architecture by Frank Lloyd Wright cast in afternoon sunlight. The backside of the mailing informs recipients that their “Free Pass to a private viewing…” is inside. A brown circle against the solid orange background mentions an additional free gift, and enclosed is a 4” x 6” freemium postcard of Vincent van Gogh’s Mountains at Saint-Remy. The solicitation letter opens with an immediate invitation to join. Aside from its “spectacular collection of modern and contemporary art” the letter also mentions the “dynamic array of special exhibitions” for which the Guggenheim is known. Benefits and opportunities afforded exclusively to new members are underlined throughout including the New Members’ Reception, as well as free admission to Art After Dark First Fridays. Other benefits include 10% discounts at the Guggenheim Store and Cafe all year long. These perks are also detailed in an enclosed full-color brochure. The $75/$125/$135/$250/$500/$1,750 ask ladder features orange strikethroughs on the $75/$125/$135/$250 denominations and new reduced membership amounts of $70/$115/$120/$225 respectively. Attached to the reply form is an “Admit Two” ticket to the new members’ reception and private viewing of installation artist Cai Guo-Qiang's "I Want to Believe" exhibit (valid with $70+ memberships). Step-up premiums include a Guggenheim tote ($115+ donations) and a catalogue of the current exhibit ($225+ donations).

Native Peoples Magazine Makes Soft Offer
Native Peoples, a magazine that explores the cultural heritage of Native Americans, recently mailed a subscription promotion offering a free trial issue to new readers. The mailing uses the basic double postcard format from previous efforts. Copy on the address panel encourages recipients to “Join us as we explore the rich history and vibrant contemporary arts and lifeways of Native America." Above this invitational text, there is an image of a sample cover featuring historical figure Chief Joseph of the Nez Perce tribe. The postcard’s interior panel features two additional magazine covers, along with text inviting recipients on a “full-color journey to the heart of American Indian traditional and contemporary arts, Native foods, history and indigenous cultures.” The reply card presents the soft offer of $17.95 for one year (six issues) or $29 for two years (12 issues), both of which come with a free trial issue. Subscriptions are also available by phone.

People For the American Way Mails Patriotic Freemium
Progressive nonprofit organization People For the American Way (PFAW) included a poster freemium in its recent acquisition piece. PFAW is focused on political issues such as fighting censorship, protecting civil liberties, and defending the National Endowment for the Arts. While the front of the 6” x 9” package alludes to the general theme of the piece by showing a partial image of the Constitution, the back of the envelope is more specific announcing “Your Free Poster of the United States Constitution Enclosed!” Inside, a five-page letter from actress, activist, and PFAW board member Kathleen Turner gets directly to the point as she cites her disappointment with the direction of the country. The actress muses upon the definition of patriotism as “honoring the values reflected in the Constitution,” and urges new members to join PFAW to help “build a new America full of hope and promise.” The enclosed poster unfolds to 17” x 11” and contains the PFAW logo as well as the organization’s URL (PFAW.org) and a tagline along the bottom identifying the organization as “America’s Progressive Voice.” The reply form presents the $15/$25/$35/$100/other ask ladder. It also contains a five-question “Principles Survey” which asks questions, including “ Do you think it is the civic duty of each American to speak out and stand up for what he or she believes in?”

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.