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.
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.
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.
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.
CLICK HERE for pictures.
The January 2010 issue of our ‘Sample of the Month’ direct mail case study features our client 
