Catalogue we love: Graham & Green

I’ve heaped praise on Graham & Green before, a couple of years ago the furniture and gifts marketer sent me the best Valentine’s Day email of the bunch. This time, however, it’s the catalogue that’s getting the thumbs up.

Why I love it
The cover is a trendy matt paper, but inside Graham & Green uses a silky paper stock. From a subjective point of view, this makes a HUGE difference. Graham & Green sells products that demand a closer look, the range is full of texture, pattern and colour and a matt paper stock would completely dilute all of that. So many catalogues make the mistake (in my opinion) of using a matt stock to show off homewares and fashion. I’ve noted several new entrants to mail order (I received one catalogue recently that used such a thick stock the paper wouldn't lie flat when turning the page) as well as established brands doing so. Little details are lost in the matt paper—just look at the image below from the Jack Wills catalogue.

Another reason I love the Graham & Green catalogue is because it’s immediately obvious from the cover what’s on offer. I even like that the zebra rug is a bit wonky, it fits in well with the quirkiness of the brand. The additional bonus of 10 percent off is always an added incentive to look inside.

Now contrast this with Anthropologie’s “Introducing Autumn” mailer (below). A dark grey cover, with barely legible text. How is this representative of the brand? What would make people open this?

Although the Graham & Green layout is quite uniform—one full-page image, two or three smaller images on the opposite page, each catalogue spread looks different. That’s testament not only to the design team, but also to the buyers, who have put together a wonderfully eclectic range.

If you're looking for an idea to steal, it's the way Graham & Green presents the more “boring”, but absolutely necessary, details. On the inside back cover, it uses its signature pink colour to list opening hours, delivery charges and returns information so that everything is accessible at a glance. The result is a page that contains all the details I need, but that isn’t cluttered with terms and conditions.

Finally, the back cover works hard too. I’ve blogged before about how annoyed I get when sent on a wild goose chase to find products, so I was glad when Graham & Green avoided the issue by directing me from the front to the back cover, where all the products featured on page 1 were listed.

One suggestion I’d make is bringing more of Jamie and Louise Graham into the catalogue. In their letter on the inside front cover, Jamie writes “Louise and I work hard to uphold our reputation and family name, as patrons of the kooky, unique and eccentric”. I would really like to see what they look like, what their house is like and what their favourite products are. Perhaps the centre spread could be dedicated to a recent buying trip, or a project Louise and Jamie are working on. For a catalogue and brand that’s all about self-expression through colour and design, it would be great to find out about the personalities of its owners.--MT

Valentine’s email we heart: Graham and Green

This year I have felt more than a little underwhelmed by the Valentine’s Day marketing emails I’ve received. My inbox has been heaving with lovey-dovey offers, but nothing’s grabbed me. It’s a case of the same-old, same-old I’m afraid.

That is, apart from this email I received from decor and gifts cataloguer/retailer Graham & Green.



Why I love it:

1. Timely
Received on 2nd February, the email meant I had plenty of time to take advantage of any offers it contained. I also received a follow-up on 7th February to remind me of the promotion. Just the one message and I might have forgotten about Graham & Green, too many messages would induced even more Valentine’s ennui. (Listen up Figleaves—six Valentine-themed emails since 2nd February is a tad excessive).

2. Eye-catching subject line
Few could resist a headline that promised a treat worth £500. I personally am a sucker for a good email incentive. The line “Win a Valentine's Day treat worth £500 from Graham and Green!‏” also evokes that the treat might be for me, the recipient, rather than having to spend it all on my other half.

3. Good-looking creative
Love the Art Deco font, and the contrast of the pink and the black. Knock-out type (white-on-black) is more difficult to read, but here, in my opinion, it works.

4. The main event
The prize is worth winning. Even the runners’ up prize is desirable.

5. Good merchandise balance
So many of the emails I’ve received have been the merchants’ regular stock propped up against roses or other pink stuff. Also, most gifts appeared skewed to a female recipient. The gifts for the guys were mostly uninspiring aftershaves, or too-expensive gadgets. This is why I like the Graham & Green email: his and hers gifts at a variety of price points—like a leather satchel for £85 or Pantone-coloured cufflinks for £39. There were also some ideas to make your home a more romantic setting too, and each category linked back to the Graham & Green website where more could be found. All in all, this was a very well thought out email that stood out amongst so many other “me-too” offers.--MT