I love the mailings I get from the wine club. I received one recently that was really well-written, just the right pitch, not too serious and definitely not the usual marketing guff. That takes skill, and it worked for me. They even included a $50 voucher so naturally I spent it plus some more. It just goes to show that while everybody goes on about the importance of having accurate data in DM pieces, content and a good offer will win out every time. I don’t care if they spell my name incorrectly (which they don’t) if the deal is right.
Anyway, this is the latest one – uncoated stock which I like and the heady bouquet of offset ink – vintage stuff. It’s a generous glass-full as well on a sheet measuring 320x420mm which, as far as I can tell, doesn’t match any standard formats. It’s quite nice to see something which is not bog-standard A4. Very giving. An amazing print production really for the purposes of selling plonk.
Personalisation is minimal – they use my first name which is about it – but, as mentioned, that’s not the attraction. They know how much wine I drink too, which is a secret best kept between the two of us, and the fact that I like it cheap. Will I buy any more? Maybe, if only to ensure I keep getting the mail-outs.
