Entries from March 2008 ↓

The March 2008 issue of our Sample of the Month Newsletter features a case study from our client, University of Cincinnati.

The story centers around their recent test of a custom envelope package.

The 4-color package (pictured above) measures 8″ wide and 5.5″ high. Inside is a BRE and a folded form measuring 7.25″ wide and 15.5″ high. Furthermore, the bottom third of the form is perforated to be sent back in the BRE.

CLICK HERE for front, back and inside pictures.

Test Summary

In November of 2006, the University of Cincinnati mailed a 2-color #10 envelope appeal (including a letter, pledge card and BRE) to raise donations for their UC Annual Fund. In December of 2007, they tested a 4-color custom envelope package. The call-to-actions were a reply card, a special webpage and a toll-free number.

Test Strategy

UC wanted to test a 4-color package as compared to the 2-color package they mailed the previous year. They also used a more generic UC outer envelope with college specific information inside.

Test Results

When comparing overall results, the performance of both mailings was about even (performance in this case meaning cost per dollar raised). The 4-color custom envelope test, however, resulted in a 34% increase in total gift amount raised and a 74% increase in overall response rate. Unfortunately, the mailing cost significantly more to produce which offset these huge gains.

Future Plans

UC is going to capitalize on the success of their custom envelope package by brainstorming with Ballantine on ways to trim costs, but keep the package as similar as possible. They also plan on doing more targeted appeals to young alumni segments, as well as more segmentation tests overall.

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Popularity: 68% [?]

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Tags: Custom Envelope Package, Direct Mail Case Study, University of Cincinnati

Many clients come to us with an existing corporate identity that is limited to one or two pantone colors contained in their logo.

When designing 4/color work for these clients, it is helpful to “expand” the palette.

Using their existing color chips as the core for the primary palette, arrange additional chips which expand this primary palette to 4-6 colors.

These should match the core colors in balance and intensity.

Lastly, find swatches that compliment one another and envision this palette working within your design.

Popularity: 48% [?]

Tags: Color Scheme, Direct Mail Creative

Potentially good news for those mailers using repositionable notes on their direct mail…

Using repositionable notes was first approved in 2005 and then re-approved several times thereafter.

Well, it’s now in the process of being permanently approved — the Postal Regulatory Commission had until March 13th to make a decision so we should know soon. And we’ll of course update this blog once we know more.

The director of the office of public affairs and government relations at the PRC, Nanci Lang, said “The commission expects this filing to be noncontroversial.”

Hundreds of Millions of Repositionable Notes

Since 2005, the notes have been used on 306 million pieces of direct mail. And they’re most popular with b-to-b clients and b-to-c customers such as plumbers and landscapers.

There is an extra cost though. In addition to regular postage, the notes are a half-cent per piece for First Class mail and 1.5 cents per piece for periodicals and Standard Mail, according to the USPS. You also have to factor in the cost your lettershop will charge you to affix the notes on your direct mail.

You can visit the USPS for more information:

http://www.usps.com/repositionablenotes/welcome.htm

Source: DM News

Popularity: 47% [?]

Tags: Direct Mail Creative, Postal Regulatory Commission, Repositionable Notes, Specialty Products, USPS