The May 2009 issue of our ‘Sample of the Month’ direct mail case study features our client National Journal Group and their test of a roll fold self-mailer versus email marketing.
We also featured this self-mailer in our most recent direct mail video if you’re interested.
Campaign Details
The 4-color self-mailer measures 24″ wide by 8.5″ high (open) and roll folds down to 5.5″ wide by 8.5″ high (closed). The last panel has an L-shaped perf reply card. The offer is for a 2-week free trial subscription to The Hotline.
The Hotline is a web-only product that publishes political content daily at 12 p.m EST. Previously, the Marketing team for National Journal Group only used email to promote the 2-week free trials…this roll fold self-mailer was their first attempt at using direct mail to promote this online publication.
Both the direct mail piece and email blast share the same exact offer…and both were sent to in-house files (not rented files).
You can view pictures of the self-mailer by CLICKING HERE.
Update: you can view the email creative here. We designed the self-mailer, but not this email.
Campaign Results
One generated a whopping 68% more 2-week free trials.
The winner was…
So are the results what you expected? Share your thoughts by commenting below.
And stay tuned for “part 2″ of this case study in about a month because the most important question of this campaign is: which direct marketing medium converted more free trials to paid subs? If you don’t want to have to remember to check our blog every so often for results, just sign up below for email updates. You can opt-out at any time.
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9 comments ↓
you guys are doing a great job with your blog!
Nice mailing! Who did the creative? (I’m glad I guessed right that the mailing beat the email for response!) It’ll be interesting to see which converts best…
Thank you Mike!
Hi Cynthia – we did the creative, thank you. Most of the projects we handle for clients involve just printing and mailing, but we’re starting to do more and more copy and design as well.
The creative for the direct mail is great! I’m curious to see what the creative for the email looked like. Also, I’d bet that the ROI would be better for the email since expenses are lower than DM.
Thanks Jodi, and good idea about the email creative…I’ll see if I can get it (we didn’t create it). And yes, the email expenses are definitely lower…our client will have to see which medium converts more to paid subs and calculate the ROI from there.
I’m surprised I thought email would have had the higher response rate. Any grab of the email?
Not yet Print Republic. I put out the request and am waiting to hear back.
Good news – I just received the email creative. You can view it here. I’ll also update the case study above with this link.
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