A few of my favourite mailing packs…
And some of my press work as well
It's hard enough getting a decent response from mailing your own customers or supporters. Getting new customers or supporters is an even harder job. So most of this is acquisition work - direct mail to the cold outside world (but to prove the point, take a look at the ActionAid mailing done to the house file and which raised over half a million pounds from a single cheap letter). Here are some of my press ads too, all of which, you'll notice, are in the 'advertorial' style because these days, that's the only style of press ad that still works.
Mailing packs
Laithwaites Wine
The ‘Tony Laithwaite’ Cream Pack
This was tested against an existing control and beat it hands down – more than 80% better.
The Salvation Army
This is a true story...
A quick visit to the homeless hostel in Westminster…
The Chocolate Tasting Club
Delicious chocolate through your letterbox
Angus Thirlwell created Hotel Chocolat, but less well-known is his mail order venture, The Chocolate Tasting Club
NSPCC
A harrowing Christmas donor mailing
A real story from one of the NSPCC’s bravest supporters
The Folio Society
Discovering the traditional pleasure of real books
Why pay £34 for a book you can download for a couple of quid?
Press work
Laithwaites Insert
Changing the offer and getting noticed
We changed from the usual 12 bottle offer to 6
The Sunday Times Wine Club
Laithwaites Wines in another guise
Making the most of The Sunday Times’ own brand
Apos Therapy
Treatment for sore knees without surgery
A whole page, heavy text ad for a new type of knee treatment
Charles Tyrwhitt
The story of Merino wool sweaters
Can we sell sweaters with words instead of pictures?