The February 2008 issue of our Sample of the Month Newsletter features a case study from our client, DAL Investment Company, creators of the FundX Mutual Funds.
The story centers around their recent test of a tri-fold self mailer against their 22-page magalog.
The tri-fold self mailer (pictured right) measures 6″ wide and 9″ high (closed) and opens up to about 18″ wide and 9″ high.
The printing is 4-color and the paper used was a 10 point silk cover stock. Lastly, the self mailer is kept shut with two wafer seals, top and bottom. CLICK HERE for front and back pictures.
Test Summary
DAL Investment’s usual mailer is a 22-page magalog that features all 7 of their mutual funds. In December of 2007, they tested a tri-fold self mailer to compete against their magalog. The call-to-action was a toll-free number.
Test Strategy
The self mailer focused on only one fund instead of 7 like the magalog. The strategy was to focus on one fund with a strong performance and create a simple, focused message. Furthermore, the self mailer was printed on nice paper with artwork that made it “pop”.
Test Results
DAL experienced higher call volume than normal and increased money flow. The self mailer didn’t have a response vehicle (like a business reply card) so they can’t directly measure response.
Future Plans
DAL is planning on mailing similar tri-fold self mailers that feature targeted messages…and they will include unique phone numbers and URLs for tracking purposes.
Lesson Learned
According to DAL’s Publications Department Head: “Target your message for one product when it offers a unique service opportunity. If the product works well as part of a series, however, then you are better off marketing the series.”
Biggest Surprise
“It was surprising how much better a targeted offer works with a sophisticated audience…if the product fits their specific needs, the sale is much easier.”
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Tags: DAL Investments, Direct Mail Case Study, NoLoad FundX, Tri-Fold Self Mailer
