About this Mailpiece
This 6″x9″ holiday retail postcard from Sunglass Hut serves as a holiday promotional piece with dual objectives of acquisition and retention. Relevant for both current and potential customers, it offers tiered discounts to incentivize purchases during the holiday season. The address side features a holiday-oriented product showcase and tiered discount offer, while the opposite side leverages credibility of stocked brands and the product in use. The mailer aims to drive store and online traffic by showcasing premium designer sunglasses with special holiday discounts.
Design & Messaging Tactics
Imagery over text
This design relies heavily on imagery to do most of the talking resulting in a clean, low-cognitive load design geared towards capturing attention and driving conversions.
Tiered Offer Structure
A tiered offer structure encourages recipients to spend more to unlock higher savings without sacrificing initial action and engagement rates.
CTA & QR Code
More work could be put into optimizing immediate action with this design – the only direct-action path supported is scanning the QR Code which is disconnected from the offers. In addition, the redemption code is hidden in disclaimer text, and might be missed by recipients, possibly leading to frustration.
Offer Details
This holiday-oriented retail postcard could have significantly improved conversion rate if offer details – including redemption directions, expiration dates and alignment with QR Code or vanity URL – were included as design elements instead of being buried in disclaimer text that is unlikely to be read.
Our Take
While this retail postcard’s design is attractive and the tiered offer structure is well built, small design tweaks like QR Code execution, offer urgency, and redemption instructions could result in significant performance gains.
