Click here to continue reading on the PM Digital Blog.

Click here to continue reading on the PM Digital Blog.

Online retailers active in paid search had a strong August, with some of the best year-over-year growth in that channel in months.  PM Digital’s August 2011 Rewind Index, which measures monthly U.S. paid search performance for online
retail clients, shows that August revenue from paid search campaigns was up 24%
year-over-year with a 17% increase in spend.  The top days for August were Mon 8/15 through Wed 8/17, although Mon 8/22 and Wed 8/31 were also key. Rising sales at the month’s end, especially mid-week, were a good sign heading
into fall and Labor Day promotions.  Paid search clicks for August
increased 11%, after several months of flat or slightly negative growth.
This points to pent-up demand in the back-to-school and fall sale season, and
also suggests consumers are researching purchases.  Conversion rates
improved strongly in August, up 23%, the eighth consecutive month of double-digit
year-over-year growth.  The combination of significant growth in both
conversion and clicks, on top of 6% growth in average orders, is a great sign
for end-of-year.

Click here to continue reading on the PM Digital Blog.

Click here to continue reading on the PM Digital Blog.

Click here to continue reading on the PM Digital Blog.

Click here to continue reading on the PM Digital Blog.

Note: Click on any promotion graphic for a more complete view.

Diabetes Research Wellness Foundation Mails Socks
The Diabetes Research Wellness Foundation mailed an attention-getting front-end premium that was designed to illuminate one common complication from diabetes.  A pair of red slipper socks was enclosed in a nonprofit solicitation package that read “Love Your Feet!” The back side of the envelope offered tips to avoid diabetic foot problems, and the letter, authored by a doctor, further reinforced the gift, describing it as ”…a practical gift to emphasize good foot care.”  The 4-page letter concluded with a “Call to Action” that cited risk factors for developing diabetes along with symptoms of the disease. The reply form spelled out the group’s various initiatives, including funding scientific research, promoting education and medical screenings, and boosting awareness of healthy lifestyle choices.

Vitals:  direct mail, delivered 5/12/11, 6” x 12” package, ask array = $10/$25/$50/Other

Ed Begley, Jr. Promotes Friends of the Earth
Long-time environmentalist and actor Ed Begley, Jr. authored the latest direct mail promotion from the environmental advocacy nonprofit Friends of the Earth seeking members “to stop the menace of Global Warming.” An enclosed petition was addressed to President Barack Obama asking that he veto any legislation that weakens environmental protection. An insert outlined the 40 year history of the group, identifying key ways in which members have played a pivotal role in bringing environmental initiatives to fruition.

Vitals:  direct mail, delivered 5/9/11, #10 package, ask array = $15/$25/$35/$50/$100/Other

Plan International USA Mails Gift Catalog
Humanitarian organization Plan International USA works in developing countries to keep children out of poverty.  Like similar efforts from nonprofits Heifer Project, Seva and World Vision, Plan International’s recent gift catalog allowed donors to purchase goods and services for needy women and children.  The enclosed letter tied the effort into Mother’s Day, encouraging recipients to “honor someone you love this Mother’s Day” with a purchase. The catalog was divided into four sections: education, economic security, health, and child protection.  The cover of the catalog highlighted “Nine Gifts for Under $50,” including various services that fall into each of the four categories such as classroom essentials ($15), a mango tree ($12), and three baby chicks ($15).

Vitals:  direct mail, delivered 5/10/11, 6” x 9.50” package with catalog enclosed

Physicians Committee for Responsible Medicine Maps Animal Testing Facilities
The 25 year old nonprofit Physicians Committee for Responsible Medicine (PCRM) mailed a fundraising package with an enclosed map charting “the horrible reality of animal testing in America!” This map of the continental United States marked animal testing facilities with multiple animals caged indoors, noting such facilities all across the country. The attempt here was to inform the potential donor of a reality that many are simply unaware of because of the “behind closed doors” nature of these testing centers.  The letter points to the Environmental Protection Agency’s use of animals for testing. The reply form included a petition directed to Lisa Jackson, the director of the EPA, urging a discontinuation of animal testing in favor of nonanimal alternatives.

Vitals:  direct mail, delivered 5/2/11, #10 package, ask array = $10/$20/$35/$50/$100/Other

Note: Click on the promotion graphic for a more complete view.

Sierra Trading Post
Discount outdoor apparel brand Sierra Trading Post’s Summer 2011 print catalog featured a 20% discount through the Facebook store. (Roughly a quarter of the back cover is devoted to the incentive along with promoting the company’s blog, iPhone app and Twitter presence). Sierra Trading Post has over 62,000+ Facebook “likes.” While not linked directly to Facebook store sales, the catalog also promotes a referral program where the customer and the referred friend receive a $10 coupon when the friend makes their first purchase. Customers continue to receive a $10 eGift card with every referral.

Vitals: Direct mail, delivered 4/4/11, 10.50″ x 6″ catalog, 60 pages

Chiasso
On the back cover of Chiasso’s Summer 2011 Preview catalog, the modern design home decor retailer offered a 10% discount on purchases if the customer “likes” them on Facebook and makes a purchase through their Facebook store.  Chiasso currently has 2,700+ likes on Facebook. Aside from the Facebook-specific incentive, a 5% discount was offered to customers who sign up for email alerts and place their first online order, and free shipping was awarded to all buyers.

Vitals: Direct mail, delivered 5/10/11, 10.50″ x 8″ catalog, 84 pages

Click here to continue reading on the PM Digital Blog.

Note: Click on any promotion graphic for a more complete view.

Ocean Conservancy Tries Polar Bear Plush
The environmental organization Ocean Conservancy turned a spotlight on climate change and its work in the Arctic with a recent mailing. The polar bear-themed effort featured address labels and notecards as front-end gifts and a polar bear plush as a back-end premium with $15+ donations. In the enclosed 4-page letter, the group spells out its objectives, including “a time-out on the rapid expansion of oil drilling in the Arctic where climate change is already putting severe stress on delicate ecosystems.” The polar bear plush appears on the New Member Reply Form that reads:  “I want to help protect dolphins, whales, sea turtles, and other endangered ocean wildlife…”  Ocean Conservancy has typically offered a Sea Turtle plush toy.  In addition to the previously mentioned premiums, members also receive the newsletter Splash and an Ocean Wildlife calendar.

Vitals: direct mail, delivered 4/20/11, 6″ x 9″ package, ask array = $15/$18/$25/$50/Other

Joslin Diabetes Enlists Basketball Player Ray Allen
Boston-based Joslin Diabetes Center teamed up with its hometown NBA star in a recent solicitation to promote the High Hopes Fund. The exterior envelope reads, “Record-breaking Celtics Guard Ray Allen is challenging each of us to set our own record in the fight against diabetes.” Allen has a personal stake in this fight, as his 17-month-old son Walker has Type 1 diabetes. He established a “$3 for 3s” fundraising program, where fans make a $3 donation to Joslin’s High Hopes Fund each time he makes a basket from the 3-point line. The enclosed letter highlights the efforts of Allen’s mother too, as she works to raise funds for Joslin. Address labels are included as an incentive.

Vitals: direct mail, delivered 4/11/11, #10 package, ask array = $25/$50/$100/Other

Sierra Club Defends EPA
A recent effort from Sierra Club takes a more overtly political tone than typical mailings. Past efforts have centered on protecting the Endangered Species Act, but this featured the text: “Republicans in Congress are trying to shut down the EPA!” on the envelope flap. The front asks: “Do you believe the EPA should be shut down?” with “Yes” or “No” involvement stickers appearing through a window below the question. The enclosed letter argues for a powerful Environmental Protection Agency to put “people before polluters.” Petitions are directed to President Obama, Speaker of the House Boehner and Senate Majority Leader Reid entitled “Protect the EPA.” Incentives are similar to past mailings, including a PC keyboard calendar strip sticker enclosed on the front-end, plus Sierra magazine and an 1892 commemorative rucksack with $15+ donations.

Vitals: direct mail, delivered 4/14/11, #10 package, ask array = $15/$25/$35/$50/$100/Other

Monterey Bay Aquarium Distributes Seafood Watch via Insert
The Monterey Bay Aquarium inserted its Seafood Watch guide in a recent order from online food merchant ChefShop.com, a site that provides artisan-produced foods seasonally. The National Sustainable Seafood Guide is updated through January 2011, and ranks the environmental impact of various fish and shellfish.  The pamphlet serves as a dining or shopping guide by breaking choices into three groups – “Best Choices,” “Good Alternatives” and “Avoid.” Consumers can also go online for more information (Seafoodwatch.org) or download the free iPhone app.

Vitals: 3.50″ x 2.00″ insert, delivered 4/27/11