The April 2009 issue of our ‘Sample of the Month’ direct mail case study features our client Aperture magazine and their test of a #10 voucher package with a bright green outer envelope.
Campaign Details
This case study is going to be brief because the mailing was a pure outer envelope test.
Both the control and test had the same exact components: a perfed form measuring 8.5″ wide by 7″ high, a 4-color buckslip and BRE. Furthermore, the offers were also the same: 1 year (4 issues) for $40 or 2 years (8 issues) for $66.
Their control package (meaning, the package that performs the best for them) has a simple white outer envelope. As a test, they mailed the same exact package, but with a bright green outer envelope. The green paper is more expensive, but the strategy was it would stand out in the recipient’s stack of mail and generate more orders.
You can view pictures by CLICKING HERE.
Campaign Results
Both packages were equal in payup, but one generated 11.5% more orders, gross and net.
The winner was…
So are the results what you expected? Share your thoughts by commenting below. Thanks!
10 comments ↓
Hummm. Looks like Aperture should have mailed that green package to all of those who voted in the poll. This is why testing is important. Most of the voters liked the green test outer, but Aperture’s market likes the control. Never mail any untested element in your campaigns. Nuff said.
I would have voted green too. When I saw that direct mail piece come across my desk, my first thought was “whoah” (but a good “whoah” because the color is obviously eye catching).
But like you said, Aperture’s market is more attracted to the simple white…and you only find this out by testing.
You are so right. I voted green, but I hesitated because the white looked more official
Green for me as well. I see by the indicia that they are a non-profit. Have they tested the USPS pre-cancelled nonprofit stamps vs. the preprinted indicia? We tested, found a slight lift and new use the stamps.
Nice E-newsletter. May I add a a co-worker to your email list?
Best to all. Kathy
Hi Kathy, your co-worker can sign up here: http://www.ballantine.com/newsletter.html. We send out an email after we post a direct mail case study or video…it’s no more than 2 emails per month.
Yes, I believe Aperture has tested a live, non-profit stamp…but they got the best results with an indicia.
Congrats, however, on your response lift. We produce a healthy number of direct mail campaigns for clients with live stamps so obviously they work for some mailers.
I voted white based on appearing to be B/B correspondence as compared to the green envelope appearing to be “promotional”..
I voted white of course. Anyone who sees the green envelope would think junk mail and not even look at it. I would!
I think they are going to test the green envelope again, but a much lighter shade.
Rather than test just a different color, why not test 4 color quality photography. Pricey, probably. But given the nature of the magazine that may pull more prospects in than just swapping out color.
Hi Mike – believe it or not, they have. Their control used to be a nice package with 4 color photography. It pulled in more responses than the voucher, but the voucher is so much cheaper.
But it doesn’t always work out this way.
We work with a very large publication and they’ve tried to make a voucher work, but can’t. The only thing that works for them — right now at least — is a 9×12 package with a glossy brochure and letter inside.
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