Direct Mail Piece of the Week: Tommy Bahama
November 6, 2014
This week’s direct mailer is from a company that has been in this column before: Tommy Bahama. Why are we blogging about them again? Because they do everything right when it comes to their direct mail campaigns. Let’s take a closer look.
Format: 9” x 35” folded to a 6” x 9” self-mailer.
Design: This was a full color piece designed to sell bathing suits for women (please note that I received this piece in the mail several months ago so it was timely). The photos were vibrant and the font they used for headlines really stood out. There was just enough copy to make an impact without detracting from the photos.
Printing and Paper: What I loved about this piece was that they did NOT use a gloss paper. They used an uncoated sheet which had a great effect. So often companies will use gloss when printing full color; this piece looked very rich on the uncoated sheet. The paper was a cover stock so it was thick and heavy enough.
Presentation: I received the mailer as is without any envelope or packaging. Since it was printed on cover stock and was folded down a few times to get to the final size, the piece itself felt substantial.
Purpose: Tommy Bahama is using this direct mailer to drive traffic to their retail stores or website.
Offer and Call-to-Action: Half off a pair of flip flops with the purchase of any Tommy Bahama women’s swimwear. The call to action was to stop into a retail store or place an order online.
Digital technology integration: None but none really was needed.
Personalization: The mailer highlighted their new bathing suits so no real way to customize that as bathing suits change each season. They did, however, list the closest location to me.
Overall, this one was a home run. The paper and images were of high quality and the piece was just beautiful. Tommy Bahama consistently sends out pieces this size and on a non-gloss paper so they know what works for them.