| Hello, The Ballantine Corporation would like to welcome you to the April issue of our Sample of the Month Newsletter. This issue features a case study from our client Circulation Specialists, Circulation Consultants for Tin House Magazine, and their test of both a magalog and a voucher package against their long-standing self mailer control. Would you like to be Featured in our Newsletter? If you would like us to feature a direct mail piece we produced
for you in an upcoming newsletter, please email us. |
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House Magazine This piece, measuring 4.5" x 6", has been Tin House Magazine's control for a couple of years. It's a 7-panel self mailer selling 4 book-size issues for $19.95. It utilizes the free issue soft offer to entice recipients to act. Tin House tested this piece against the magalog and voucher below. Creative
Director: Mark Zuckerman, CSIDesign |
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The first test piece was this full-size, 8-page magalog measuring 8" x 10.5". The last page of the magalog has a perforated reply card and a folded extension that acts as a BRE. Furthermore, the piece was folded in half and wafer-sealed closed to mail. The offer is the same as that of the self mailer control above. Creative
Director: Mark Zuckerman, CSIDesign |
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The second test piece was this voucher package measuring 3.875" x 7.5". The voucher package tested was a bit more "enhanced" than your typical voucher in that the form included was 4-color with nice graphics and a perforated reply card. The offer was the same as both pieces above. Creative
Director: Mark Zuckerman, CSIDesign |
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Summary and Results Tin House Magazine has been successfully using a unique 7-panel self mailer for a couple of years. They recently tested it against both a full-size magalog and an "enhanced" voucher package. According to Mark Zuckerman, Creative Director of CSIDesign, "We wanted to test a voucher because the format has been working for other titles and is very economical on rollout. We wanted to test the magalog to give us enough real estate in a totally different format, and to fully explain and show this unique publication." Results? Tin House Magazine also tested a 6x9 package a while back and so far the self mailer control has beat all 3 tests. The reason could be that... The self mailer control is a very unique piece in that it's designed to look like a mini version of the book-size issues subscribers receive full of eye-catching graphics and copy that engages the reader. Circulation Specialists knows, however, that you have to keep testing...even when the control continues to dominate its opponents.
Thank You from The Ballantine Corporation Ballantine would like to thank you for entrusting your direct mail projects with us. You're a valued client and we will continue to provide you with the strong technical support and attention to detail you've come to expect from Ballantine. We appreciate your business! Thank you for taking the time to read the April issue of our Sample of the Month Newsletter. If you have any feedback, please email us. |
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