Design was a top consideration when Cindy Feldman set about creating a direct mail piece targeting new homebuyers in the Rockville, Md., neighborhood where her salon, Progressions Salon Spa Store, is located. The mailer features a $20 gift card that can be put toward any salon service. “We wanted the piece to feel like a gift that had been presented to a small, hand-picked group of individuals rather than a throwaway mailer for the masses,” she says. “For that reason, we worked with Imaginal Marketing Group to create a design that resembles a gift card — something they might receive from a friend or loved one.”
The mailer has consistently been one of the salon’s most popular promotions. “Since we began tracking the cards in September 2015, we’ve had over 600 new guests come in to redeem them — that’s approximately one new guest every day,” she notes. “A significant number return, either for the service they came in for initially or to experience other offerings.”
The mailers have also proven to be a great tool for driving potential clients to the salon’s website, where they review all the services before deciding which one to put their gift toward. “It also encourages new clients to try manicures and pedicures at a higher price point,” Feldman says. “Because we’re located in an urban area, it’s easy for people to find an inexpensive pedicure if that’s what they’re after — but once they experience one of our luxurious spa pedicures (only $32 with this gift), they understand why spending a bit extra is worth it.”
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