Howard Dean’s Direct Mail
Using the Internet to raise support and money has garnered much media attention for Presidential hopeful Howard Dean, but the Democratic contender has also been using direct mail for several months, well ahead of most of his peers. The latest of these more traditional grassroots efforts is a 4 x 7-1/2" plain white envelope bearing only a Burlington, Vermont return address and the former Vermont governor's name. Like a package several months earlier, it contains a 4-page letter that begins simply, "Dear Friend, My name is Howard Dean and I am running for President." A recap of his personal history follows, along with how it affects his stance on issues like balancing the budget, universal health care and civil rights. It does not mention, at least not specifically, Dean's criticisms of President Bush's foreign policy, which has been an important part of his campaign and at the center of much of the press about him. The actual pitch begins at the end of page three, where Dean says flatly, "The single greatest expense [in next year's contests] will be advertising on TV and radio and it is an absolute necessity." The separate "Pledge of Support" form has an ask ladder of $35/$50/$100/$250/other. Integrating online and offline strategies, it not only collects email addresses but also allows donors to give online using a unique "support code." This simple, inexpensive innovation is an improvement over earlier survey and voucher-style packages, which did not give donors the option to give online.

J. Jill Features Celebrity Cover
Looking to strike a chord with recipients, J. Jill recently featured singer/songwriter Alice Peacock on the cover of both editions of its Late Summer 2003 apparel catalog. Peacock, whose current single "Bliss" features popular singer John Mayer, plays down-to-earth folk music that may have a strong affinity with J. Jill's target audience of active, affluent women in their 30s and 40s. As part of its "Nature of Cotton" promotion, J. Jill also collaborates with Cotton Incorporated to offer recipients a chance to win a spa getaway for two. The sweepstakes, the first of its kind from the retailer, sends two lucky winners to Napa Valley and includes a $1,000 J. Jill shopping spree and VIP passes to catch Peacock perform live in San Francisco. Highlighted with The Seal of Cotton throughout the 104-page book, cotton merchandise is compared to Peacock's music -- both are described as being "fresh, familiar and soothing." Customers who buy any two cotton items receive a copy of the compilation CD "The Nature of Rhythm," which includes music from Peacock as well as other artists. Ms. Peacock models a simple pearl necklace ($39) and a hand-crocheted hoodie ($89) on one cover, and a camisole ($24), heirloom crocheted skirt ($79) and lyrical denim jacket ($79) on the other. Orders can be placed in the mail, by phone or on the Web.

Seen in the Mail items are identified and researched by MarketRelevance.com, an online direct mail and email promotion tracking resource offered by ParadyszMatera. CM staff conduct the interviews.