Direct Mail: Message from Handy Founders, Oisin and Umang

This is a letter that I received in September 2016 at my NYC apartment, addressed to me in a blank-looking #10 envelope. Handy is a housekeeping service – they send people to come clean your apartment.

Direct mail received 2016-09-01 in NYC

I like this piece of direct mail because:

• First name personalization.
• Nice fonts, seems very modern.
• Good use of color: Blue for their logo, same blue for checkmark bullets and “hyperlinks” (email and URL)
• They’re highlighting recent good news, like 30,000 new contractors, five-star reviews, Yelp reviews, and new customer support.
• Coupon in the footer which is for a good deal (approx 50% off retail pricing for one clean)
• Overall positive message of business growth and improvement.

I don’t like the TINY FOOTER

The incredibly tiny footer text, which I’d estimate is font size 4. Is this legal? It is seriously SOOO tiny, feels very disingenuous.

The footer disclaimer text reads:

$25 2-hour and $35 3-hour home cleaning offers valid for new and returning customers on first cleaning only. Redemption requires enrolling in Handy’s regular cleaning service. Customer may cancel regular cleaning membership at no cost; cancellation/re-scheduling policy of 24 hours applies to individual bookings, and cancellation fees may apply to individual bookings. Limit one per household. Not valid with any other offer. Subject to surge pricing and rescheduling during peak volume. No cash substitutes. Offer cannot be applied to past purchases. Offer expires 10/31/2016.

More Info

The last time I used Handy was January or February 2015. I haven’t gotten any of their emails (I unsubscribed from all), so I was interested to get this.

If you liked this video, you check an example of good written direct mail letter or my other direct mail analyses.