THE BLACK CARD
DIRECT MAIL

What do you send someone who already has everything? This very question was asked when this piece was designed for the exclusive American Express Black Card. The first in a series of mailings aimed at a select group of small business owners contained a custom CD holder which housed a special invitation and marketing material. The response rate was nearly 10%. Not bad considering the annual fee was $2,500. 

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This high-end piece was sent to non-responding small business owners. The best way to illustrate the value of the card was to provide a sample itinerary of one of the cities the prospects may frequent on their business journeys, in this case Milan. This sample trip to Italy was accompanied by a CD of Italian Opera to bring the experience to life and to harken back to the previous mailing with the CD holder. The client was ready to sing an aria with a response rate of 3.75%.