Natalie Cunningham, community engagement coordinator with the Morris book shop in Lexington, Ky., recently wrote to me about a Christmas mailer they created for their customers: The Night of Krampus; an original poem and gift guide.
The mailer featured a poem by Jay McCoy and photography of books throughout the store (and Krampus) by Emily Thomas.
“I think [it] turned out pretty spectacular,” she says. “We made a video with Jay reading his poem.”
The video included the same poem and photographs, so customers could also watch the Holiday Gift Guide through YouTube.
The initial mailing was sent to 2,500 customers, and they ordered an additional 500 pieces for the store.
“It was an expensive venture,” says Cunningham, “but we were so happy with the outcome.”