Mail Stream: April 12
Restoration Hardware Garden Launches
Restoration Hardware has expanded its offerings to sell outdoor furniture, gardening tools and decor in a new catalog called Restoration Hardware Garden. The cover of the Premier Issue promotes “special pre-season savings” and the introduction describes the offerings as “…ideas to enhance the sights, scents and sounds that exist only when we step outside.” Sample merchandise includes a Cast Stone Urn ($299), Large River Rock Fire Bowl ($699) and Small Round Dining Table ($825), Chairs ($2,770), and Lantern Set ($40 – $299) in aluminum inspired by the 5th-century BC Greek Klismos design. While a majority of the catalog consists of outdoor furniture, gardening tools are also offered, such as a Hand Cultivator ($49), a Dutch Hoe ($89), and an Estate Rain Gauge ($159). Consistent with other divisions of the Restoration Hardware brand, the garden catalog offers deferred payment to affinity credit card holders with purchases of $1,000 or more. Orders can be placed by phone, fax, mail, or online.
Reason Takes on Big Brother
Libertarian-minded social and political title Reason recently mailed a subscription offer providing a startling visual and terse critique of privacy invasion on the package. “(Name), They know where you are! … but just who are they?” is positioned over a customized aerial view of the recipient’s address. Inside, a letter to potential subscribers maintains this theme, with the header stating, “Who Decided Your Life is an Open Book?” As a publication that maintains a firm belief in individual freedom, Reason is committed to calling out “big spenders” and “control freaks” in government on the ways in which they manipulate Americans. Praise from The New York Post, The National Journal and ABC news anchor John Stossel appears along with images of previous issues above the reply form. The “free issue certificate” reply reads: “Yes! I want to try a magazine that talks back to intrusive BIG Government!” The soft offer is $19.97 for 11 issues (1 free). Recipients can subscribe by mail or by accessing their own personalized website.
Street Rodder’s Latest Subscription Offer
Auto enthusiast title Street Rodder mailed a hard offer subscription package with a decal freemium, cap premium and an intriguing price structure. The front of the voucher package reads “Free Street Rodder Cap.” Inside, an insert pictures the hat, along with the copy “Our Gift to You.” The personalized savings voucher outlines the 3-year subscription by stating that a two year 24-issue subscription is $29.99, but a third year is only 1¢ more or $30 for 36 issues. Self described as the “#1 authoritative source in the world of street rodding,” editorial includes technical information and instructions, historical perspective and national event coverage.
The direct mail promotions appearing in Mail Stream are tracked and written up by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: <a href=”http://www.paradyszmatera.com/direct.cfm”> ParadyszMatera.com.
