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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