Spiegel Inc. A.S.A.P. Mailer Promotion Deeming 1996 as the year of the customer, Spiegel launched an overnight delivery service. The A.S.A.P. mailer was designed to invite shoppers to utilize this new service. The business model was created by using the seasonal footwear section of the Spiegel catalog. Spiegel incorporated this promotional mailer into the rest of their retail marketing materials.