The Ballantine Corporation would like to welcome you to the July issue of our Sample of the Month Program. This issue will feature a case study from our client New Jersey Monthly showing that sometimes an unorthodox package tweak can boost response.

Direct Mail Samples Page

We would like to announce the release of our new direct mail samples page. To view these samples, please click here.

NJ Monthly
Control Package Details

This package has been their control for a couple of years. It is a jet outer envelope with a 4.25 inch wide window and copy that reads Preferred Resident Voucher Enclosed. Inside the envelope is a 4-color voucher and BRE. Simple, but very effective for them. The offer is 12 issues for $12 and includes a free guide: "New Jersey's A to Z guide, Where & What to Go, Do & See".

The unorthodox package tweak mentioned above is found within the outer envelope's window. If you look at the expanded view for the front of the package (click on "click here for a look inside"), you'll notice that the width of the window allows for some of the voucher text to be visible. Most direct marketers would be reluctant to show text through the window other than the address block. NJ Monthly, however, decided to test it and put this up against the same package but with a smaller window (and no visible voucher text). While the larger window verson didn't outperform the shorter window by a large margin, it did perform better and it's still their control to this day. This proves that all package tweaks should be at least considered because even the slightest change in your direct mail package can sometimes boost response.

If you have a specific question related to direct mail and would like to ask one of our experts, please email us your question. We'll answer all questions and possibly feature it in an upcoming newsletter.

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Ballantine is a full-service direct mail production agency providing creative copy and design, print production and mailing services. Established in 1966, we bring a full plate of benefits to our clients including top-notch project support and competitive pricing.