The October 2010 issue of our ‘Sample of the Month’ case study features our client Metropolis and their success with an elaborate and unique poly-wrapped direct mail package.

Metropolis worked with Bowman Circulation Marketing, their circulation marketing consultant, to execute this campaign with Ballantine handling the printing and mailing portion of the project.

Package Details

The poly-wrapped package measures 9″ wide by 12″ high and contains 6 components:

• 8.5″ x 11″ backer with a perfed reply card
• Folded 4-color brochure that opens to 17″ x 22″
• 4-page letter
• 2 lift notes (different sizes)
• BRE

The offer is for a 2-year subscription to Metropolis for $30.

Target Audience

Metropolis is the magazine of architecture and design so their direct mail was targeted to professionals that fall into these categories.

Direct Mail Strategy

Architecture and design are such visual disciplines that they felt their direct mail piece had to be visually impactful in order to grab their prospective subscriber’s attention.

Mailing Results

Despite the higher package and postage costs, this campaign was successful and the response rate was higher than the industry average.

Future Plans

They’ll continue mailing this package, but as always will test, test and test to be sure they’re using the format that works best for their audience. A possible test includes a version of this poly-wrapped mailer as a brochure in a voucher package.

Want a Sample?

We only have about 10 samples left. If you want one, please email your address to Ryan Cote. First come, first serve.