We just executed a campaign for a mutual fund client that solidified the fact that direct mail and online aren’t enemies. In fact, it’s the complete opposite. They’re best friends and they play very well together.

The campaign we executed involved creating an email and landing page. Shortly after the email blast, we converted the creative into a 6×9 tri-fold self mailer and sent it to the same folks. The email, landing page and direct mail piece all carried the same message…and the creative of all 3 components complemented each other.

The campaign was successful and we’re now using the same tactic for one of their other mutual funds.

This whole project reminded me to stop looking at direct mail and online as oil and water. If done right, they can work very well together. And it makes sense because people nowadays spend so much time online, but they’re also checking their mailbox too of course.

If you connect with potential customers at both locations with a focused, targeted message, they’re going to at least notice your offer. And that’s half the battle.

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We’re doing more and more copy and design for clients because our creative teams are experienced and cost-effective. We also provide production support to graphic designers to ensure mail pieces are designed at press-efficient sizes.

If you’d like us to give you a quote on your creative needs, please email Ryan.

Here are some direct mail creative samples from recent client projects:

The January 2010 issue of our ‘Sample of the Month’ direct mail case study features our client American Craft Council and their test of new outer envelope creative for their #10 control package.

American Craft Council 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.

Both #10 packages (control and test) contained the same exact 5 components: 2-page letter with perfed reply card, 2-panel brochure, buckslip and BRE. The offer for both was a 1-year subscription to American Craft magazine for $20.

   CLICK HERE for pictures of the #10 control and test.

Test Summary

American Craft Council’s control package was a #10 package with a plain, double-window outer envelope. One window carried the address block and the other window showed a personalized membership card.

In January of 2009, they tested this against a #10 package with the same exact components, but a completely different outer.

The OE had the address block imaged on the back and only one window on the front. This one window showed the personalized membership card and blended in with the creative. View pictures here.

Test Strategy

The strategy with the test was to add more impact to the outer envelope’s design and, more specifically, to make the OE creative work together with the window placement for greater effect. The design was created so it looks like two hands are giving the membership card to the recipient.

Test Results

The small initial test panel included in the January 2009 campaign had a 64% increase over the control verification panel! American Craft Council rolled out to the new package in their next campaign six months later. With the much larger rollout quantity, it still captured an impressive 36% increase in net response over the previous control. The “two hands” package is now the current control and Ballantine just mailed a 3rd campaign one week ago.

Questions & Comments

If you have any questions or comments, please leave your message below. You can also email Ryan Cote by clicking here.