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 February 2010 issue of our ‘Sample of the Month’ direct mail case study features our client YES! Magazine and their evolution from a free trial offer self-mailer to a new and improved hard offer version.

Both self-mailers are 4 color over 4 color and roll fold to a closed dimension of 4.5″ wide by 7″ high. The free trial offer is 1 free issue and then 1 year (4 quarterly issues) for $17. The hard offer version is 4 quarterly issues and “An EXTRA Issue FREE” for $15. Hard offer means there is no free issue up front — you send payment with order.

  CLICK HERE For Pictures of Both Self-Mailers.

Summary

YES! Magazine’s long-standing control was a roll fold self-mailer that promoted a free trial issue. They wanted to switch over to a hard offer to reduce the amount of money and staff time spent fulfilling the free trial offers and billing them.

Sharon Booth, Circulation Design Manager at YES!, worked with Ballantine to enhance their self-mailer to enable payment with order by incorporating a reply envelope. YES! Creative Director, Tracy Loeffelholz Dunn, also completely redesigned the piece to better match YES!’s current brand.

Strategy

YES! Magazine’s strategy was to convert their self-mailer control from a free trial offer to a hard offer. The free trial version used a perfed reply card that got mailed back. In order to make the hard offer version work, an integrated, perfed return envelope was added to collect payment. The hard offer self-mailer was also enhanced with new creative that used celebrity testimonials.

Results

According to Rod Arakaki, Audience Development Director at YES!, the hard offer version resulted in a 7% drop in net response — they also lowered the price from $17/year to $15/year — both of which reduced their revenue. However, the cost savings from the elimination of non-paying free trial issues, sometimes called “bad debt copies,” and billing more than made up for those decreases. To be specific, it cost 18% less to acquire a customer with the hard offer self-mailer.

Benefits

Besides the lower costs, YES! experienced other benefits from switching to a hard offer. First, their fulfillment team is much more efficient without having to process the large number of free trial issue requests (typically 3X the number of paid subs you end up with), and send the free trial issues and bills. Second, by putting a discrete URL on the reply card, about 15% of responses now come via their website. They process these orders more efficiently and they all come with email addresses.

Lastly, while placing website orders, a surprising number are enticed by the multi-year subscription. One warning, though: YES! tested making a stronger push to order online — including offering a slight discount — but it depressed the paper responses too much.

Samples

Do you want a sample of this self-mailer? Email your address to ryan@ballantine.com. Supplies are very limited.