Brooklinen is a renowned brand in the home essentials market, offering quality bedding and bath products. Known for their commitment to comfort and style, they cater to consumers seeking premium textile products for their living spaces.
Campaign Creative
Our Take:
The bi-fold mailer effectively utilizes its format to guide the viewer through a seamless journey across three panels. The bold headline, “OUR ANNIVERSARY’S A BIG DEAL,” immediately captures attention, supported by a clear and engaging promotional offer of 25% off. The well-organized layout with a strategic visual hierarchy enhances readability and directs focus to key elements like the product showcase and the call to action. The use of earth tones and consistent brand colors throughout the mailer reinforces brand identity and visual appeal. While the imagery aligns with the product theme, incorporating personalized lifestyle-oriented visuals & integrated CTAs could enhance emotional appeal and viewer engagement.
Highlights:
- Engaging Headline and Offer: Prominent and playful, setting the tone for the mailer.
- Effective Visual Hierarchy: Simple design guides the recipient through key information effortlessly.
- BiFold use-case: A strong example of an effective bifold design — it clearly communicates the key message and call to action without relying on the interior panels. Yet, the interior panels add value for the engaged viewer.
- Consistent Branding: Utilizes brand colors and themes effectively to maintain brand identity.
- Sparse Call to Action: Sparse actionable CTA’s on this mailer (a single QR Code on the back) likely hinder Brooklinen’s ability to understand the performance of the campaign and thus, future optimization opportunity.
About the company
Orvis is a well-established brand known for its outdoor apparel and gear, catering to those who enjoy nature and adventure. The company offers a range of products from flannel shirts to dog gear, often highlighting a commitment to quality and the outdoor lifestyle.
Campaign Creative
Our Take:
This promotional postcard leverages a vertical format and a bold, focused offer — up to $50 off — to immediately capture attention and prompt action. The designer smartly takes advantage of the tactile nature of direct mail with a clean, impactful layout that highlights key elements: compelling imagery, strong brand presence, and the campaign’s highest-value offer placed front and center. By avoiding clutter from disclaimers or excess text, the piece creates visual focus and intrigue, naturally encouraging recipients to flip it over for more details. The result is a postcard that maximizes engagement and drives response through simplicity and thoughtful design.
Highlights:
- Use of versioning: Solid use of time of year to change background image, color theme, & content. Properly setup, this mailer can dynamically these components based on when the mailer is sent ensuring relevancy & improving performance in multiple customer journeys.
- Use of personalization: This mailer is personalized to the recipient – the obvious component is the map and three closest locations – but the large offer and small offer can also be personalized and data-driven based on the recipients purchase history or propensity to engage.
- USPS components: This postcard leverages functional components – like the POSTMASTER IN HOME & Indicia – well. Postmaster in home, while not guaranteed, can sometimes help your mailers hit homes with strategic timing.