Oxmoor House
Oxmoor House recently mailed a bookalog promoting a new solo title in the popular "For Dummies" book series. Called
"Life's Little Secrets & Shortcuts," this new book culls the "most valuable secrets" from over 700 previous titles in the Dummies series. The 7-1/2" x 5" bookalog mailer uses the familiar blackboard motif of the other Dummies book covers, creating immediate brand recognition. Piquing further interest is teaser copy promising a "sneak peak" of some of the new book's secrets and shortcuts from favorite categories like personal finance ("cut your bills 40%"), health ("free cures for arthritis, asthma and more") and dating ("sexiest kissing techniques"). Unlike regular Dummies offerings, this new effort is presented as an exclusive hardcover printing that will not be available at retail stores. "Life's Little Secrets & Shortcuts" is available via a "30 amazingly profitable days" trial period. The price is $31.96 payable in four installments of $7.99 each (additional shipping and handling charges are not specified). The preview includes an order premium for another book, "Stretching Your Dollars," and is promoted with an involvement sticker that claims the free gift book is "worth up to $3,469 in nearly instant money-savings!"
HealthTrack
Technology and health come together in a new catalog named HealthTrack, which recently mailed its premiere issue. The Spring 2002 catalog offers a variety of "the latest health measurement
tools" meant to help recipients get, or stay, on track with their health management. An array of health monitoring devices is presented within the 16 pages, with each themed-page offering products, health tidbits and customized Web sites. The products are geared toward the high-tech end of the health market and include such gadgets as a UV monitor ($49.95) and a fetal Doppler that allows expecting mothers to hear and see a baby's heartbeat via ultrasound ($625.95). Also unique are the company's incentive methods. HealthTrack opts to customize its different premiums to the products, and consequently, the buyer. Customers ordering products for newborns, such as a baby scale or measuring device, will receive a free digital pacifier thermometer, while those ordering weight loss products will receive a digital calorie counter jump rope. To order, customers are directed to call the toll-free number or visit the company's Web site.
The Gardener
The Gardener, a new ad-free bimonthly published by garden cataloger White Flower Farm, kicked-off its first direct mail promotion with a free issue and a $20 credit to its catalog parent.
The February/March 2002 issue arrives with a single-page wrap on the front of the magazine which details the straightforward cash offer of $24/$44 for 6/12 issues plus the $20 credit on any purchase at White Flower Farm. Editorial copy is kept to a minimum as the free issue is allowed to speak for itself. Several response channels are provided to place a new subscription order -- toll-free number, street and Web site addresses -- but surprisingly, no reply card or envelope is included with the promotional wrap or within the magazine. Nevertheless, the extra effort needed to respond is offset by copy touting the offer as "ESSENTIALLY FREE" since "active gardeners" are likely to be making future gardening purchases from the catalog.
The direct mail pieces appearing in Mail Stream are tracked and analyzed by Paradysz Matera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance located at MarketRelevance.com
