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Direct Mail Buck Slip
Martha Stewart & Marley Spoon
This buckslip accompanied a longform letter mailed to leads as one part of the brand’s ongoing offline marketing efforts. Its directive was simple: convert. Given data on snail mail sentiment (e.g. according to the USPS, 90 percent of recipients open their mail, and 42 percent read or thoroughly scan it), I knew this was a crucial piece of collateral. My instinct said recipients would scan the colorful buck slip before committing to the lengthy letter (as I would), so I wrote copy accordingly – a tagline and three short, punchy headers that cut through with alliteration and hammered the value proposition in fewer than five syllables. The result was a piece of direct mail that consistently outperformed multi-channel campaigns.
