The August 2010 issue of our ‘Sample of the Month’ case study features our client London Review of Books and their success with a #10 package using 2 direct marketing techniques.

London Review of Books worked with ProCirc, their circulation management partner, to execute this test with Ballantine handling the printing and mailing portion of the project. Sage Communications handled the copy & design.

 CLICK HERE for pictures.

Quick Summary

Previously, London Review was using a simple voucher package. They then tested it against a #10 package which had more copy and components including a 2-sided order form, liftnote and buckslip. In addition, the outer envelope had 2 windows and the back of the order form contained author bios. Offers for both packages were exactly the same: a 1 year subscription for $29.95.

Direct Marketing Techniques

The 2 direct marketing techniques that were used included using a “Prepared in London” seal next to the indicia on the outer envelope. They also used “credit adjustment” verbiage instead of using discount verbiage. i.e. a credit adjustment of $88.85 instead of a discount of $88.85.

Test Results

The #10 package beat the voucher control by over 50% in net orders and profitability. There was also a version sent to expires that included the wording “Exclusively for Former Subscribers” on the outer envelope — all other details remained the same — this resulted in a 15% lift.

Future Plans

They already tested a larger “L-shaped” window on the outer envelope instead of 2 windows, but it did not win. Besides that, they plan on testing a blue outer envelope in the Fall and eventually test adding more personalization to the order form.

Interested in learning more about this package?

Email Ryan at ryan@ballantine.com.