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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I noticed that recently someone did a search within our blog for “envelopes vs postcards” and I thought it’d make for an interesting post topic.

Obviously, both formats are more ideal than the other for certain situations so it’s hard to pick an absolute winner…but if I HAD to pick one, I’d choose envelope packages.

Yes, postcards are much cheaper and they throw your marketing message right out there for your prospect to see…but envelope packages allow you to use curiosity and I think that’s extremely valuable.

“What exactly is in this envelope? I should at least open it to find out.”

And there are also many variations you can test with envelope packages. Ballantine’s main area of expertise is printing and mailing, not creative strategy…but I see so many different outer envelope variations pass my desk that it enables me to list a bunch of test ideas.

Here are some:

• Different size OE’s – #10, #14, 6×9, monarch, etc.
• Label on OE or faux label
• Window or no window
• Different window size or positioning
• Stickers or stamps on OE
• Teaser copy on OE
• Colored paper

I could rattle off more, but I think the items above are enough to get you brainstorming.

So that’s my 2 cents – what do you think? If you’d like to express YOUR opinion on this topic, we would love to hear from you…just comment below.

And if you’d like me to send you envelope samples through the mail, please email me, Ryan Cote, at: ryan (at) ballantine.com.

If you’ve been using a simple #10 direct mail voucher package with declining results — for example: #10 window envelope, 2-color statement of benefits and BRE — consider testing this format…

A #10 closed-face envelope with a faux address label, 4-color statement of benefits and BRE.

Yes, the total cost of the package will be more, but the return on investment could potentially be well worth it.

There was an article in DM News recently about how MetroCorp (Boston Magazine) used a similar direct mail package to revive their subscription mailings.

And we’ve produced similar packages for clients that worked very well for them.

If you want us to send you samples, please send an email with your full contact information to ryan (at) ballantine.com.