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…

Click Here

So are the results what you expected? Share your thoughts by commenting below. Thanks!

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The March 2009 issue of our ‘Sample of the Month’ direct mail case study features our client Baltimore Magazine and their test of a #10 package with a faux label outer.

Package Details

The package is a closed face #10 with a faux label design and a Preferred Resident Discount stamp. Inside is a 4-color preferred resident benefits form, a 4-color buckslip and a BRE (business reply envelope). The offer is 12 issues for $9.95.

—> Click Here for Front and Inside Pictures

Project Summary

Baltimore Magazine’s control is a simple monarch voucher package with a small 4-color form and BRE. In a recent mailing, they tested this control against the more expensive faux label package above. According to the Baltimore Magazine’s Circulation Director, “It’s a handsome package and generates an element of curiosity.”

Every component of the faux label package is more expensive including the lettershop because of the match mailing required due to the closed face outer envelope and personalized form. Our client was hopeful, however, that the increase in response from the nicer creative would keep the cost per order in check with their control package.

Project Results

Close, but no cigar — but very promising. The faux label package grossed the most orders…and even though it was much more expensive than the voucher control, the cost per order for the test was only $1 more than the control.

Furthermore, two price points for the faux label package were tested: $9.95 and $12 — $9.95 was the clear winner.

Future Plans

Since the faux label package showed good potential, our client is planning on testing a few variations to see if she can trim the cost, but keep the response rate consistent. For example, one option is to omit the 4-color buckslip. If the response rate holds up, this could possibly turn the test into the control.

Want Samples?

Please email your address and project details to Ryan Cote:
ryan@ballantine.com.

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The January 2009 issue of our ‘Sample of the Month’ direct mail case study features our client Devachan, a salon and spa that caters to curly-haired women.

The story centers around how they used a simple coupon self-mailer to generate an extra $94,000 in revenue in 2 months.

Self-Mailer Details

The 4-color self-mailer measures 8″ high by 3.5″ wide and folds open to 8″ high by 7″ wide. When open, the right side contains 3 perfed coupons: $20 off Devachan Hair, $20 off for Devachan Spa and 10% off Devachan products.

—> Click Here For Pictures

Project Summary

Devachan started producing these coupon self-mailers two years ago to try to jump start their holiday sales. They are sent out to their customer database the beginning of December and the coupons don’t expire until January of the following year. We handle the printing and mailing portion of the projects.

The idea was simply to send out eye-catching, inexpensive coupon mailers to generate extra revenue all year long, especially in the months of December and January.

The first mailer went out in December of 2007 and the second one went out in December of 2008. Furthermore, per our recommendation, we applied our Soft-Feel coating to the second mailer to give it a nice, velvet finish.

Project Results

From late December 2007 to January 2008, 312 coupons were redeemed with an average order of about $74 resulting in $23,000 in revenue.

From late December 2008 to January 2009, 1,275 coupons were redeemed with an average order of about $56 dollars resulting in $71,000 in revenue. The large jump in coupon redemption is from people ALSO using the previous coupon before it expired.

So the 2 mailings generated $94,000 in revenue in 2 months with project costs that totaled only $21,000, which includes postage. And the $94,000 doesn’t even factor in revenue generated from the coupons last year between holidays!

Some Takeaways

Obviously, results like this aren’t typical, but here is what we think is important to mention:

• If it’s possible to promote your product or service with coupons, you should at least test coupon mailers. For retailers, this is a must.
• The results above prove that customers pay attention to expiration dates. By using a 1-year expiration period, Devachan was able to get a double hit this holiday.
• The economy this holiday was likely the cause of the reduction in Devachan’s average order per sale, but the mailer still managed to bring in a flood of coupon redemptions. Did the Soft-Feel coating help? It’s hard to say for sure, but it probably caused more people to at least fold open the piece to reveal the coupons.

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If you would like us to send you samples of the self-mailer featured in this case study, please send your address to: ryan (at) ballantine.com