Vienna Animal Hospital Boosts Response With a Pup

According to the “2015-2016 APPA National Pet Owners Survey,” 65 percent of households in the U.S. own a pet, which comes out to almost 80 million homes with furry friends. That’s a lot of vet visits. Vienna Animal Hospital, based in Vienna, Va. , has been caring for animals for more than 50 years,  and works with partners such as Merial on specific mailings.

Vienna Animal Hospital's envelope back

Dogs Increase Response … Always

So maybe that’s not scientific fact, but how could you ignore this pup looking up at you from your mailbox? The back flap of this folded self-mailer surely catches the recipient’s eye, and includes benefits copy, teasing at details of savings and “protection” within.

Vienna Animal Hospital self-mailer unfoldingSo Many Folds, So Many Dogs

This self-mailer makes use of all the folds, including photos of the dog and cute taglines on the back of the envelope, the middle and the inside. The variations on the dog, while of course adorable, help draw the recipient through the piece.

Vienna Animal Hospital mailer unfoldedAll the Details in a Neat Package

At its full size of 10” x 14.5”, this self-mailer does the job to give the pet owner the necessary details — and safety information — regarding the recommended products, as well as the animal hospital’s recommendations.

Vienna Animal Hospital's couponsUnfold for all the Goodies

Tucked into a pocket in the middle of the mailer are four coupons for a variety of canine preventative care medication, as well as literature. The cute pup from the back of the mailer is featured again, along with an arrow pointing to the pocket and standout copy.


Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.
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