Ritter’s Direct Mail Review #62: Travel

Ritter’s Direct Mail Review #62: Travel

What appeals to consumers about travel? Maybe it’s staying at a five-star resort or going to an exotic destination. No matter the choice, consumers typically want to get away from their everyday lives and jobs and experience something new. read more

Ritter's Direct Mail Review #61: Non-Profit Donor Appeal

Ritter's Direct Mail Review #61: Non-Profit Donor Appeal

Non-profits sure know how to tug on heartstrings and one that is an absolute master at it is Best Friends Animal Society. They are the only national animal welfare organization dedicated to ending the killing of dogs and cats in America’s shelters. This emotional appeal is really another way of asking for the donation. Let’s take a closer look at... read more

Ritter's Direct Mail Review #60: Capital One

Ritter's Direct Mail Review #60: Capital One

Having a visually interesting direct mail piece can go a long way towards getting the recipient to open or read it. We recently received a piece from Capital One that checked off the “interesting” box. Let’s take a closer look. Format: This direct mail campaign included an oversized 6” x11” outer envelope along with a brochure and two loose sheets... read more

Ritter's Direct Mail Review #59: Bonefish Grill

Ritter's Direct Mail Review #59: Bonefish Grill

The art of making a marketing piece look clean and uncluttered is often overlooked in direct mail as many companies try and cram as much information into their mailing as possible. A recent mailer by Bonefish Grill perfected this clean look to an art. Let’s take a closer look. Format: This postcard was an oversized direct mail piece designed at... read more

Ritter's Direct Mail Review #58: Bravo Insurance Group

Ritter's Direct Mail Review #58: Bravo Insurance Group

Marketers know that personalization is important, however, many think personalization is saying “Dear Susan” or “Dear Tim”. When we receive a piece that truly is personalized, we sit up and take notice. Bravo Insurance recently mailed a personalized piece that was personalized in such an interesting manner that I wanted to share it in this blog. Let’s take a closer... read more

Ritter's Direct Mail Review #57: Land Rover

Ritter's Direct Mail Review #57: Land Rover

Land Rover is a well-known manufacturer of luxury, off-road vehicles used around the world. I find that vehicle manufacturers send out some of the nicest, eye catching direct mail specifically to stand out to the consumer in a competitive marketplace. Land Rover recently sent out a mailer so let’s take a closer look. Format: The mailer consisted of a 6.5”... read more

Ritter's Direct Mail Review #56: Carrabba’s

Ritter's Direct Mail Review #56: Carrabba’s

Retailers, particularly restaurants, as well as consumers, love gift cards and coupons. The promise of a discounted meal is appealing to many consumers as is a saved gift card to be used for a special occasion or simply a night off from cooking. Let’s take a closer look at a recent mailer from Carrabba’s. Format: This self-mailer was designed at... read more

Ritter's Direct Mail Review #55: Best Friends

Ritter's Direct Mail Review #55: Best Friends

Tugging on heartstrings is one method non-profits use to solicit donations. We recently received a mailer from Best Friends, the largest no-kill animal shelter in the US who tugged on our heartstrings in a very interactive manner. Let’s take a closer look. Format: The mailer consisted of an outer 9×12 catalog envelope, an 8.5” x 14” letter, a return envelope... read more

Ritter's Direct Mail Review #54: National Pen Company

Ritter's Direct Mail Review #54: National Pen Company

Dimensional or “bulky” mail has a much higher open rate than other types of mail pieces because end users are curious about what is inside the package. Let’s take a closer look at a recent dimensional mailer from National Pen Company. Format: The mailer consisted of a 6” x 9” outer envelope, an 8.5” x 3.5” buck slip, an 8.5”... read more

Ritter's Direct Mail Review #53: Tiffany & Co.

Ritter's Direct Mail Review #53: Tiffany & Co.

Tiffany & Co. is a well-known luxury jewelry company. They have built their brand utilizing a certain shade of teal for their jewelry boxes. So when we recently received a teal envelope in the mail, we couldn’t wait to open it and see what was inside! Format: Teal outer envelope with a 4.5"x6" perfect bound booklet inside. Design:... read more

Ritter's Direct Mail Review #52: Sephora

Ritter's Direct Mail Review #52: Sephora

Unusual means not common and that certainly describes a recent mailing by Sephora, a cosmetics chain, who sells beauty products such as makeup, perfume, haircare, and skincare. Why is being unusual so important? In order to break through the mailbox clutter, standing out in any way possible can enhance your mailing’s chance of being viewed. Let’s take a closer look... read more

Ritter's Direct Mail Review #51: Fairytale Brownies

Ritter's Direct Mail Review #51: Fairytale Brownies

Highlighting your main selling point with photos is one option when sending out direct mail. A great example is a recent mailing from Fairytale Brownies- in addition to large color photos of their brownies, they also used some other direct mail tricks so let’s take a closer look. Format: Fairytale Brownies used a 9×12 booklet envelope with four 8.5×11” sheets... read more

Ritter's Direct Mail Review #50: Rice Lake

Ritter's Direct Mail Review #50: Rice Lake

Unusual or “bulky” mail gets noticed! Our direct mail piece of the week is from Rice Lake Weighing Systems who mailed not only an unusual piece but one that was bulky as well. Let’s take a closer look. Format: There was an outer cross shaped envelope that enclosed a brochure. The overall size of the mailer was 8.25” x 4”... read more

Ritter's Direct Mail Review #49: BJ’s

Ritter's Direct Mail Review #49: BJ’s

Sometimes a tiny element is enough to elevate a direct mail piece into my “open” category. That was the case with a recent mailer from BJ’s. Let’s take a closer look. Format: A #10 envelope with an 8.5×11” letter enclosed. Design: The most interesting aspect about the envelope was in the upper left corner. BJ’s made the corner of the... read more

Ritter's Direct Mail Review #48: Nissan

Ritter's Direct Mail Review #48: Nissan

Summer sales are nothing new but when a company adds a few small features to a mailing, it can really make a difference in getting the piece opened and engaging with the end user. Nissan recently sent a self mailer that did just that so let’s take a closer look. Format: This self mailer was 10.5” x 31.5” overall size... read more

Ritter's Direct Mail Review #47: Audi

Ritter's Direct Mail Review #47: Audi

Uniqueness. What exactly does this mean? In this case, receiving a direct mailer that is so different from the typical mail pieces sent that we stop and take notice. Audi recently sent a mailer that warrants taking a closer look. Format: Audi used a clear plastic 6” x 9” envelope and inside there was a 5” x 8” postcard along... read more

Ritter's Direct Mail Review #46: Ricoh

Ritter's Direct Mail Review #46: Ricoh

There are many ways to stand out in the mail including size, texture, paper and color. Neon screams “look at me” and when you’re sending a mailing, don’t you want to be noticed? Ricoh recently sent a direct mail postcard highlighting their neon yellow toner capabilities. Let’s take a closer look. Format: This postcard was a flat oversized direct mail... read more

Ritter's Direct Mail Review #45: Sappi Paper

Ritter's Direct Mail Review #45: Sappi Paper

Unusual color, a unique fold, and finally, the sense of touch. All these things helped make a recent Sappi Paper direct mailer memorable. Let’s take a closer look. Format: The self mailer was designed at 24.5” x 27” and folded down to 7” x 9”. Design: One of the most interesting aspects of this mailer was the use of color... read more

Ritter's Direct Mail Review #44: Canon

Ritter's Direct Mail Review #44: Canon

Unusual. Most mail we receive is standard sizes and formats: postcards and #10 envelopes or 9×12 envelopes. When a company steps outside the box, it can be very noticeable. Canon recently sent us a piece that checks off many of the “unusual” buttons. Let’s take a closer look. Format: This mailed consisted of a 9.25” x 9.25” brochure in a... read more

Ritter's Direct Mail Review #43: Genesis

Ritter's Direct Mail Review #43: Genesis

Car manufacturers consistently send some of the nicest, most complex direct mail that we see. Why? To stand out and to keep up with what the other manufacturers are doing. Let’s take a closer look at one of these recent pieces from Genesis. Format: Genesis used a clear outer 6 ¼” x 9 ¾” envelope with a 5.5” x 9.5”... read more

Ritter's Direct Mail Review #42: Tri Delta

Ritter's Direct Mail Review #42: Tri Delta

Having critiqued many mail pieces over the years, it takes a lot to make an impression on me. However, a recent direct mail piece by the sorority Tri Delta was so memorable it made this column. Let’s take a closer look. Format: The mailer was an A-2 size envelope (4 3/8” x 5 ¾”) with a folded insert and a... read more

Ritter's Direct Mail Review #41: Heidelberg

Ritter's Direct Mail Review #41: Heidelberg

The stark contrast of black paper and white and clear toner is eye catching. Black paper is not used very frequently for holiday cards so this one we recently received from Heidelberg really stood out. Let’s take a closer look. Format: This was a foldover holiday card (overall size of 8.5×11” folded in half to 5.5 x 8.5”) mailed in... read more

Ritter's Direct Mail Review #40: Archdiocese of Miami

Ritter's Direct Mail Review #40: Archdiocese of Miami

Unusual size + clear envelope + creative die cut=recipe for direct mail success. We recently received this direct mail piece and were wowed by its simplicity yet unique appearance. Let’s take a closer look. Format: This oversized direct mailer was designed at 3 7/8” x 11”. There was a clear envelope and a sleeve with an invitation inside. Design: This... read more

Ritter's Direct Mail Review #39: Jaguar

Ritter's Direct Mail Review #39: Jaguar

Wow! Jaguar pulled out all the stops in a recent direct mail piece. Let’s take a closer look. Format: The self-mailer was dimensional or “bulky”: 8” x 8” and ½” thick. Design: The minimalist design on the outside had a large black solid, Jaguar logo and tagline on the address side. The back side, or front of the mailer, was... read more

Ritter's Direct Mail Review #38: American Express

Ritter's Direct Mail Review #38: American Express

We all know the list and the offer are critical with any direct mail campaign but let’s not forget the creative. We recently received a visually appealing direct mail piece from American Express. Let’s take a closer look. Format: The envelope was 6” x 9.25” and the inner piece was an overall size of 18.5” x 16” folded to 5.75”... read more

Ritter's Direct Mail Review #37: Starbucks

Ritter's Direct Mail Review #37: Starbucks

Consumers love samples, particularly ones that taste good! I recently signed up to receive a sample of Starbucks K-cup hot chocolate. Let’s take a closer look at the direct mail package they sent me. Format: This was a box...the size reminded me of a box of checks but with much better contents. The box was 6” x 2” x 3.5”... read more

Ritter's Direct Mail Review #36: Chrysler

Ritter's Direct Mail Review #36: Chrysler

There are few things more exciting than buying a new car. The car manufacturers have gotten increasingly sophisticated with sending information and gifts to the new car owner after the initial purchase. Let’s take a closer look at a recent mailer from Chrysler. Format: A 6 ½” x 9 7/8” envelope with a 9” x 17 ¾” trifold piece inside... read more

Ritter's Direct Mail Review #35: Arrigo Dodge Chrysler Jeep Ram

Ritter's Direct Mail Review #35: Arrigo Dodge Chrysler Jeep Ram

Automotive Dealers use direct mail regularly and in many different ways: postcards, self-mailers, letters in envelopes and oversized pieces. We recently received a piece from Arrigo Dodge Chrysler Jeep Ram that had... read more

Ritter's Direct Mail Review #34: BMW

Ritter's Direct Mail Review #34: BMW

Companies need to use all the tools in their toolkit when trying to get their message across to their clients and prospects. One recent example of a job well done was by... read more

Ritter's Direct Mail Review #33: Ram Trucks

Ritter's Direct Mail Review #33: Ram Trucks

Having a consistent marketing theme for a direct mail campaign can help create brand recognition. One recent example is a series of mailers we received from Ram Commercial which supplies a series... read more

Ritter's Direct Mail Review #32: Adventures by Disney

Ritter's Direct Mail Review #32: Adventures by Disney

Brand recognition can go a long way in making the end user open an envelope. We recently received an envelope from Adventures by Disney and since I am a huge Disney fan... read more

Ritter's Direct Mail Review #31: Michael’s Customer Loyalty Mailer

Ritter's Direct Mail Review #31: Michael’s Customer Loyalty Mailer

Customer loyalty is big business and Michael’s (a specialty arts and crafts store) recently sent out a fabulous customer loyalty piece that really grabbed my attention. The mailer was a unique size... read more

Ritter's Direct Mail Review #30: Florida Atlantic University

Ritter's Direct Mail Review #30: Florida Atlantic University

When sending out direct mail campaigns, varying the size of your mailer can often lead to better results. Many companies lock into using the same size for each mailer so changing up the size will allow you to measure the responses based on size. Florida Atlantic University (FAU) recently mailed us a piece that not only was an unusual size... read more

Ritter's Direct Mail Review #29: Omaha Steaks

Ritter's Direct Mail Review #29: Omaha Steaks

There’s something about photos of food that just makes me want to eat what I’m looking at! Omaha Steaks regularly sends us mail. The mail pieces do vary but they all have... read more

Ritter's Direct Mail Review #28: Nespresso

Ritter's Direct Mail Review #28: Nespresso

Sometimes a simple looking piece is full of great techniques to make a direct mail piece stand out. That was the case in this week’s Ritter’s Direct Mail Piece of the Week... read more

Ritter's Direct Mail Review #27: Porsche

Ritter's Direct Mail Review #27: Porsche

It’s not too often that I see a piece of mail that is so stunning but Porsche managed to impress me with a recent direct mail piece introducing its line of hybrid... read more

Ritter's Direct Mail Review #26: Cornell University

Ritter's Direct Mail Review #26: Cornell University

Colleges and universities seek continued engagement with alumni for many reasons including generating PR, cultivating donors and volunteers, outreach to the community and celebrating important milestones. My alma mater, Cornell, recently sent out a mailer to publicize its 150 year anniversary. Cornell is and has been hosting a series of gatherings across the world celebrating its Sesquicentennial. This mailer was... read more

Ritter's Direct Mail Review #25: Saks Fifth Avenue Off 5th

Ritter's Direct Mail Review #25: Saks Fifth Avenue Off 5th

How does a company stand out in the overload of holiday mail? Sak’s Fifth Avenue Off 5th sent a direct mailer that was able to stand out in the crowded mailbox so... read more

Ritter's Direct Mail Review #24: Xerox

Ritter's Direct Mail Review #24 : Xerox

Wow! We just received an amazing piece of mail the other day and had to include it as this week’s Ritter’s Direct Mail Piece of the Week. Xerox is trying to interest... read more

Ritter's Direct Mail Review #23: Brunswick

Ritter's Direct Mail Review #23: Brunswick

The holidays can be a big time of year for retail establishments that host holiday parties. Last November we received a mailer from one of these establishments: our local Brunswick Bowling Center... read more

Ritter's Direct Mail Review #22: RingCentral

Ritter's Direct Mail Review #22: RingCentral

Our direct mail piece of the week caught my eye for two reasons: unusual size and fold. As a business, we get a large stack of mail each day and most of... read more

Ritter's Direct Mail Review #21: Buca di Beppo Italian Restaurant

Ritter's Direct Mail Review #21: Buca di Beppo Italian Restaurant

The holidays are huge for restaurants that also provide catering services. This postcard gets mixed reviews so let’s break it down and find out why. Format This postcard was 6×9”. Design Sort... read more

Ritter's Direct Mail Review #20: Tommy Bahama

Ritter's Direct Mail Review #20: Tommy Bahama

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... read more

Ritter's Direct Mail Review #19: Nutella

Ritter's Direct Mail Review #19: Nutella

Free samples are a great way for companies to reach new clients who may never have tried their product before. This edition of the Ritter’s Direct Mail piece of the week looks... read more

Ritter's Direct Mail Review #18: Prospect Smarter

Ritter's Direct Mail Review #18: Prospect Smarter

Every once in a while I smile when I see a mail piece because the direct mailer is utilizing best practices in an effort to achieve a greater ROI. This week’s piece is from a company called Prospect Smarter, who help their clients sell more. Let’s take a closer look. Format: This was an 8.5”x5.5” piece folded in half to... read more

Ritter's Direct Mail Review #17: Road Runner

Ritter's Direct Mail Review #17: Road Runner

Road Runner Sports bills itself as the World’s Largest Running & Walking Store. If you pay a small amount, you get VIP status which includes discounts off all products, free shipping and a 90 day guarantee. It also means they mail to me...a lot! One recent piece caught my eye so let’s take a closer look. Format: The folded self-mailer... read more

Ritter's Direct Mail Review #16: Potamkin Hyundai

Ritter's Direct Mail Review #16 : Potamkin Hyundai

We recently received a most unusual direct mailer: a brown paper bag. Since I don’t normally get brown paper bags in the mail I was curious and of course felt compelled to... read more

Ritter's Direct Mail Review #15: Hallmark

Ritter's Direct Mail Review #15: Hallmark

Finding ways to interact with clients is important for marketers. This week’s direct mail piece of the week is from Hallmark and they got me engaged with their latest direct mail campaign. I receive monthly postcards from Hallmark because I belong to their loyalty club so they are definitely using targeted direct mail to get their message across to their... read more

Ritter's Direct Mail Review #14: UPS

Ritter's Direct Mail Review #14: UPS

Loyalty or reward programs continue to remain popular as a way of connecting with consumers on a deeper level and making them feel appreciated via rewards. We recently received a direct mailer... read more

Ritter's Direct Mail Review #13: M&M’s

Ritter's Direct Mail Review #13: M&M’s

Who doesn’t love M&M’s? Even better, customized M&M’s with your choice of color and imprint! M&M’s has tremendous brand recognition and part of their business is customizing them. We recently received a... read more

Ritter's Direct Mail Review #12: Mission Lakes Dental Care

Ritter's Direct Mail Review #12: Mission Lakes Dental Care

Every Door Direct Mail (EDDM) is a great marketing tool for those industries that draw their clientele a set distance from their business. Some examples are restaurants, dry cleaners and healthcare. The... read more

Ritter's Direct Mail Review #11: Disney

Ritter's Direct Mail Review #11: Disney

Our direct mail piece of the week brought a smile to my face when I saw the envelope. Then I couldn’t wait to open it and see what was inside. Disney did a masterful job of leveraging familiar Disney characters in an effort to inform us about a new service they were offering. Let’s take a closer look at their... read more

Ritter's Direct Mail Review #10: Dunkin’ Donuts Reward Program

Ritter's Direct Mail Review #10 : Dunkin’ Donuts Reward Program

Note to our readers: I decided to adapt this piece to our usual Ritter’s Direct Mail Piece of the Week even though it is not a direct mail piece. Loyalty Programs are... read more

Ritter's Direct Mail Review #9: Dash Medical

Ritter's Direct Mail Review #9 : Dash Medical

Why do certain direct mail campaigns stand out? Sometimes its size, sometimes its uniqueness, sometimes it’s the offer or sometimes it’s the creative or colors used. This week’s direct mail piece of... read more

Ritter's Direct Mail Review #8: Pac-Van

Ritter's Direct Mail Review #8 : Pac-Van

Our direct mail piece of the week caught my eye for two reasons: unusual size and fold. As a business, we get a large stack of mail each day and most of... read more

Ritter's Direct Mail Review #7: Tommy Bahama

Ritter's Direct Mail Review #7 : Tommy Bahama

Holiday sales are a great way to introduce your brand to new prospects. Tommy Bahama did just that last fall with a very attractive invitation style mailer. Let’s break down this direct mail piece and see what made it so effective. Format: The envelope was 5.25” x 7.25” and the inside card was 5” x 6.75”. Utilization of standard sizes... read more

Ritter's Direct Mail Review #6: Sirius Radio

Ritter's Direct Mail Review #6: Sirius Radio

My husband’s subscription to satellite radio expired recently. Sirius XM utilizes direct mail to follow up with lapsed subscriptions on a regular basis. One of their direct mail pieces directed to the... read more

Ritter's Direct Mail Review #5: Gym Source

Ritter's Direct Mail Review #5: Gym Source

Sales are a great way to generate new business. Gym Source, a company that sells ellipticals, treadmills, home gyms, etc., recently mailed us a postcard announcing a Midnight Madness Sale on Friday... read more

Ritter's Direct Mail Review #4: National Pool Service

Ritter's Direct Mail Review #4 : National Pool Service

Making sure your marketplace is aware of your services is a challenge for many industries. National Pool Service recently mailed a postcard that caught my eye. Let’s break down the mail piece... read more

Ritter's Direct Mail Review #3: FreshDiet

Ritter's Direct Mail Review #3 : FreshDiet

The beginning of the year brings New Year’s resolutions...one of the most popular being losing weight/eating healthier. Freshdiet mailed out a New Year’s self-mailer promoting their service. They are a food service delivery program meant for busy people who don’t have time or like to cook. They claim the food is fresh and healthy. Format This self-mailer was mailed 5.5”... read more

Ritter's Direct Mail Review #2: Shutterfly Holiday Mailer

Ritter's Direct Mail Review #2 : Shutterfly Holiday Mailer

‘Tis the season for catalogs and Shutterfly (a photo book/calendar/holiday card/photo gift company) recently sent out a catalog that really grabbed my attention. Let’s break it down and see what made it so effective. Format 8.5×11” full color catalog Design For anyone not familiar with Shutterfly, they are known for their orange color, including the boxes their products are shipped... read more

Ritter's Direct Mail Review #1: Visa Lead Generation

Ritter's Direct Mail Review #1 : Visa Lead Generation

Lead generation is important for any business and Visa recently sent out a great lead generation piece that really caught my attention. Let’s break down the mail piece and see what made... read more