Do remember snap pack mailers (also referred to as snap paks)? They were very popular in the past because they are inexpensive and they get opened.
Well, our new video below is going to take you on a trip back to the future with snap packs. If you have any questions after watching, please email Ryan Cote or Matt Cote.
For additional information on snap packs, we recommend you read this post on Dean Rieck’s Direct Creative Blog.
The April 2009 issue of our ‘Sample of the Month’ direct mail case study features our client Aperture magazine and their test of a #10 voucher package with a bright green outer envelope.
Campaign Details
This case study is going to be brief because the mailing was a pure outer envelope test.
Both the control and test had the same exact components: a perfed form measuring 8.5″ wide by 7″ high, a 4-color buckslip and BRE. Furthermore, the offers were also the same: 1 year (4 issues) for $40 or 2 years (8 issues) for $66.
Their control package (meaning, the package that performs the best for them) has a simple white outer envelope. As a test, they mailed the same exact package, but with a bright green outer envelope. The green paper is more expensive, but the strategy was it would stand out in the recipient’s stack of mail and generate more orders.
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.
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.
The April 2009 issue of our ‘Sample of the Month’ direct mail case study features our client 
The March 2009 issue of our ‘Sample of the Month’ direct mail case study features our client 
