The economy has changed the contents of my mailbox. I just got this oversized postcard from a jeweler and gemologist offering to convert my unwanted jewelry to cash. This mailing gets right to the point and allows white space. The call to action could be more prominent, though. If the in-home consultation is free, the jeweler should say so, boldly.
My address is clean, meaning it is spelled correctly, uses a zip plus four and the mailer knows my gender. I wonder if recipients notice that the return address is a post office box in Gladwyne, Pennsylvania and the indicia (the postage "stamp" for bulk mail) originates in Cleveland, Ohio. Does that make recipients think about the offer differently?
The stock photo on the postcard is a bit too staged, although the tag line is direct and tells the reader exactly what the offer is.
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