Mail Stream: A Report on Incoming Direct Mail

Olive Juice Kids Catalog Launches

A new line of classically inspired apparel for the littlest kids, from newborn to age 2, launched recently. Called Olive Juice, the line is the brainchild of Maryellen (no last name is given), a former fashion industry insider who lists her credentials while explaining her inspiration for the line. "After 10 years of gaining experience in the fashion industry in New York, working for Polo Ralph Lauren, J. Crew and Abercrombie & Fitch," she says, "I am finally realizing my dream of creating a line of my own." The greeting goes on to describe Olive Juice as "sophisticated" and "refined," but "meant to be played in." The result is a traditional, distinctly American look, with a color palette limited to the classic combination of red, white and navy blue mixed with khaki, and for girls, the nearly essential pink. Subdued patterns include thin pinstripes, tiny polka dots and a FairIsle diamond pattern knit into sweaters. Girls' apparel items include several styles of blouses ($27.50 - $39.50) and sweaters ($36.50 - $44.50), cotton knit turtlenecks in pink or navy ($19.50), and unique items like a cotton sweater dress ($46.50) and an A-line skirt in soft, camel-colored lambswool ($48.50). Boys are limited to three styles of sweaters ($36.50 - $44.50), while babies have cotton rompers ($44.50) and the priciest item in the catalog, a knit "sweater" blanket ($52.50). On the catalog's back cover, in faux crayon scribble, Maryellen says, "See you in Spring 2004!" and signs affectionately, "XOXOXO."

Landmine Appeal Draws on Memory of Princess Di
Two weeks before her death in August 1997, Diana, Princess of Wales led a humanitarian trip organized by The Landmine Survivors Network (LSN) to visit survivors of landmine accidents in Bosnia-Herzegovina. In December of that year, LSN was awarded a Nobel Peace Prize for its work. Now, the network is asking for donations with a reminder that Diana's humanitarian work must continue, as much as her memory does. In order to evoke her memory vividly, four images of the British royal on her final trip are used on the mail piece. The #10 package focuses on the Princess' personal qualities -- "She never turned away" is the envelope's main teaser copy -- as well as accomplishments. This theme is meant to resonate with and inspire potential donors: "So, now you have a choice to make. You can turn away from the pain you see-or you can reach out and help." Not to be confused with Campaign for a Landmine Free World (a higher-volume mailer), LSN is part of a consortium of groups working on the International Campaign to Ban Landmines. It is the only organization founded by landmine survivors to serve other landmine survivors. The P.S. of the appeal letter says, "All of our Outreach Workers around the world are amputees. In a deeply personal way, we understand what landmine victims need." Workers provide assistance with everything from adequate medical care to emotional support. Donations are requested in the amount of $25/$35/$50/$75/$100/other. Atop the reply form is a donor's promise, "I Won't Ever Turn Away."

PonyClub Designed for Girls Who Love Horses
A new promotion from the book and merchandise continuity PonyClub is geared specifically for young women with a passion for everything equestrian. Because PonyClub's target audience is largely pre-teen, the bright yellow and red 6" x 9" creative speaks directly to parents. "If your daughter loves horses..." says the main teaser; the promotion itself is addressed to "The (Last Name) Family." The club's introductory offer promises a mystery number of "surprises" for $1 (plus $2.95 postage and handling). Borrowing from other continuity creatives like those used by International Masters Publishers, a colorful stamp involvement device is inside the package, which the recipient opens in prize-like fashion to see if they are eligible for 2, 4 or 8 surprise gifts. Inevitably, they will win all 8. The generous intro set includes two books (one fiction and one non-fiction), a poster, a free subscription to "PonyClub Magazine," two plush beanie toys (a horse and a dog) plus a sheet of horse and pony stickers. Those who respond within 10 days also receive the "Beautiful Horse Watch." Responders who continue their membership will receive 11 "giant" PonyClub packages per year: "7 Adventure Packages" at $14.90 each, plus 4 "extra big Special Packages" for $17.90 each. Each future shipment requires an additional $2.95 for shipping. With an eye to future sales, some of the appealing books and merchandise items included in future packages are pictured on the sales letter, including horse-themed stationery, picture frames and sunglasses, plus books like "Sara and the Mystery of the Thoroughbred." One of the more interesting aspects of this promotion is the free "PonyClub Magazine" subscription. Each magazine contains a "Hold" coupon, which the recipient can send in to halt the next shipment. However, the "Hold" does not necessarily cancel the entire membership, allowing the club to extend its prospecting relationship indefinitely with the promise that the PonyClub Magazine "will be sent regularly to your child even if you never buy a thing!"

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 MarketRelevance(tm). Click here to visit the site: MarketRelevance.com