Direct Marketing Case Studies ↓

The August 2010 issue of our ‘Sample of the Month’ case study features our client London Review of Books and their success with a #10 package using 2 direct marketing techniques.

London Review of Books worked with ProCirc, their circulation management partner, to execute this test with Ballantine handling the printing and mailing portion of the project. Sage Communications handled the copy & design.

 CLICK HERE for pictures.

Quick Summary

Previously, London Review was using a simple voucher package. They then tested it against a #10 package which had more copy and components including a 2-sided order form, liftnote and buckslip. In addition, the outer envelope had 2 windows and the back of the order form contained author bios. Offers for both packages were exactly the same: a 1 year subscription for $29.95.

Direct Marketing Techniques

The 2 direct marketing techniques that were used included using a “Prepared in London” seal next to the indicia on the outer envelope. They also used “credit adjustment” verbiage instead of using discount verbiage. i.e. a credit adjustment of $88.85 instead of a discount of $88.85.

Test Results

The #10 package beat the voucher control by over 50% in net orders and profitability. There was also a version sent to expires that included the wording “Exclusively for Former Subscribers” on the outer envelope — all other details remained the same — this resulted in a 15% lift.

Future Plans

They already tested a larger “L-shaped” window on the outer envelope instead of 2 windows, but it did not win. Besides that, they plan on testing a blue outer envelope in the Fall and eventually test adding more personalization to the order form.

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The May 2010 issue of our ‘Sample of the Month’ case study features our non-profit client Associated Humane Societies and their success with 6×9 return address label packages. We handle the printing and mailing of these projects.

 CLICK HERE for pictures.

The Associated Humane Societies/Popcorn Park is the largest animal sheltering system in New Jersey comprised of 3 animal shelters, 2 complete veterinary facilities, and Popcorn Park, a strictly rescue sanctuary for exotics, birds, wildlife and farm animals who faced abandonment, neglect, cruelty, exploitation or even death. AHS/Popcorn Park is a non-profit organization.

For this case study, we interviewed Jeanne Balsam, Associated Humane Societies’ creative consultant. Jeanne is a Graphic Designer and illustrator, with extensive experience in fundraising for non-profits, and also operates a web business specializing in art of the French Bulldog!

Question 1: Last year’s label package mailing featured areas where donations were needed i.e. new x-ray machine, etc. But this year’s mailing featured success stories instead. Do you find the success stories approach works better?

I think I’d have to say yes to that because 78% of donors last year checked the box that let AHS decide where to best use the donation rather than specifically selecting where they’d like their donation applied! So this year, we’ve returned to something that’s always worked – fabulous success stories of animals AHS/Popcorn Park has rescued.

Question 2: You print the reply card w/ address block on the same sheet as the return address labels. Was this suggested by us to save money on the extra costs you would incur from a match mailing if the reply card was separate from the labels?

This was actually how we first set up our label package and I really like the all-in-one concept. It remains efficient in several ways. Most importantly, the donor is looking at our labels while handling the response card at the same time — a good connection. We can carry the theme/colors of the label sheet and/or package easily throughout the complete page if we desire, plus it is an efficient way for staff to record donations when the top portion is returned. Donors also tend to make an address correction on the reply portion if necessary.

Question 3: What is the general strategy of these label mailings that you think helps generate donations?

I firmly believe that our donors respond to the fact that all animals featured in our fundraising pieces are all animals that were rescued by AHS and/or Popcorn Park. We never use stock photos of animals. When donors see our pieces, they are always looking at animals they have read about and maybe even support and visit.

I also think people are responsive to the many accomplishments AHS/Popcorn Park continues to make in giving animals in dire straits a second chance. The letter gives donors the opportunity to read success stories which they help support through their contributions — they can feel good about their donations! Plus good design always helps.

Question 4: I know we just mailed out the 2010 label packages, but can you share any response stats from last year’s mailing to give us a general idea of how these packages perform?

The ROI was very positive. Last year’s label mailing had an 8.6% response rate with an average gift of $24.39.

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The April 2010 issue of our ‘Sample of the Month’ newsletter is a follow up to the case study we featured last year highlighting our client Baltimore Magazine and their faux label package.

Quick Summary

To summarize last year’s case study: Baltimore Magazine’s control was a simple monarch voucher package with a small 4-color form and BRE. In their December 2008 mailing, they tested this control against a more expensive faux label package that performed very well, but lost to the voucher due to its higher cost per net order.

New Control

Baltimore Magazine’s Circulation Director saw potential in the faux label package. Since the magazine only sends out direct mail once per year, she didn’t want to wait until December 2010 to roll out with the new package. As a result, she made the faux label package the control in their December 2009 mailing and included a panel that had a less expensive yellow buckslip versus the previous 4-color buckslip.

The Results

Baltimore Magazine ended up with a much higher net response than they had budgeted, resulting in about 2,000 more orders than the 2008 campaign. Looking at the 2009 responses by panel, the panel with the 4-color buckslip and the panel with the yellow buckslip netted almost the same amount of orders. The cost per net order on the yellow buckslip package, however, was about 7% less than the 4-color buckslip package.

Future Plans

Based on the 2009 mailing, the control for the 2010 campaign will be the faux label package with the less expensive yellow buckslip.

Never underestimate the potential effectiveness of small, simple changes.