Beauty and saving money aren’t mutually exclusive, as this direct mail brochure from Raymour & Flanigan shows.
Mailer Name: Raymour & Flanigan
Date Mailed: July 2016
The furniture retail chain typically mails Furnishing Your Style to both customers and prospects. It’s a glossy magazine featuring content that inspires consumers to change their home décor. This mail piece highlighted above is a departure from that format.
The front cover of the brochure promises “Beauty for Every Budget.” “Saving is always in style,” it continues. A burst in the lower right corner announces up to $500 savings on a purchase.
Rather than providing page after page of content, the 28-page mailer briskly moves along as it shows some basic furniture arrangements. Living rooms, dining areas and bedrooms are all displayed — with Raymour & Flanigan’s furniture and accessories, of course.
Headlines on most of the spreads reassure recipients by keeping an eye on costs as well as style. “Get the LOOKS YOU LOVE for less,” says one. A caption on another page offers financing help from Raymour & Flanigan: “custom-fit financing options” to complete a dream room.
The last spread continues the theme of balancing the customer’s wants. It showcases a few of the “even more great finds online.” And even better, many of them ship for free.
In the absence of content to generate ideas, rely on promoting the expertise of your employees.
Paul Bobnak is the director of Who's Mailing What!, the most complete, searchable and fully online library of direct mail and email in the world. He has read and analyzed thousands of direct mail packages and email in more than 200 industry categories, including retail, nonprofits, insurance, telecom, automotive, financial services, travel, and publishing. He writes for the e-newsletters Today @ Target Marketing and Total Retail Report.He has been a judge in NonProfit PRO's Gold Awards for Fundraising Excellence since 2006.