I selected two direct mails from the myriad of shipments flooding my postbox (which I really love, just for the record). These two stood out because they lack the images of kitsch garlands and other Christmas decorations (if you want to get noticed, it is a good idea to stand out). I had high hopes for the inside, let’s see what I found.
The laid-back whitish design fits the style of the upmarket grocery store Waitrose, even if it is a bit too neutral.
There is a fold-out flyer with the copy ‘Make it special’, I expect a recipe, a tip or a gift would be great here, but it is more of a general Christmas wish – without the aim of standing out.
The coupon booklet is useful for those who are regular customers at Waitrose. The introductory copy promises ‘more than a thousand specially created products’ – would be great to specify a few just to bring it closer to the reader.
An amazing antré from NEXT with an elegant blue-gold outer envelope.
It looks absolutely promising – I am curious. (The outer envelope completed its mission.)
Inside the surprise is that they will keep their promise of the delivery time. I suppose this is the point of a promise to be kept. I know many companies don’t, but NEXT will. And if they don’t – we get their products for free. Great Christmas message. Oh, baby, Santa is late, but don’t cry, your gift will be free.
At the first glance, we could read ‘deliver for free’, which is a bit tricky. (The copy reads: If we promise it before Christmas, we will deliver it before Christmas. If not it’s yours for free.) NEXT does it is every year, so I suppose they measure the impact and it is successful, so then it is great.
NEXT Christmas I wish I could read some great DMs.