Hello,

The Ballantine Corporation would like to welcome you to the June issue of our Sample of the Month Program. This issue will feature a case study from our client Kovels.

This is an obvious nugget, but one that must be stressed. Make sure you are extremely familiar with postal rules and regulations. Postage is usually a large chunk of the total cost in a direct mail campaign so it's important to be a "postal expert." The size and weight of your direct mail piece can dramatically affect your total postage cost. Furthermore, by taking certain steps you can actually cash in on discounts given by the U.S. Postal Service.

Need help in this area? Email us and we'll be glad to help!

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 July's newsletter.

Kovels
Control Package

This package has been the control for many years. It is a 6 X 9 package with a 4 page letter, order card, tip sheet brochure, smiley face stickers and a BRE. The outer envelope has a green design on the left front of the envelope and the teaser copy "The Favor of a Reply is Requested." The back of the envelope tells the prospect that they can get free tips and stickers inside. The offer is a free issue soft offer, 13 issues for $24.00. Kovels tested a 6 X 9 survey format against this control.

All of Kovels' circulation management needs are handled by Circulation Specialists, Inc.

Kovels
Survey Test Package

This was a creative test using the 6 X 9 format and a survey. The outer envelope had teaser copy that said "National Collectors Survey" and it mentioned that there was something free in the package (much like the control.) The package contained a 4 page letter, order document (4 color), tips brochure and a BRE. It had a lot of the same types of components that the control had, with the added involvement of the survey.

Survey packages tend to give you a lift on gross response, but they can also result in lower pay percentages. Providing the gross response lift is significant enough, the format can work. In the example above, the test package provided a gross lift of about 18%, however, payup was softer than expected and the net % ended up 5% worse. Furthermore, the cost per order was more expensive on the test package because of the inclusion of the 4 color brochure. Overall, the control did perform better. Kovels' control package continues to appeal to this 50+ audience because of it's simple and warm design. Kovels is a brand name in the antiques and collectibles market and when a mail piece is sent to the right person, they react better to the straight forward approach.

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Thank you for taking the time to read the June issue of our Sample-of-the-Month Program. If you have any feedback, please email us.