Hello,

The Ballantine Corporation would like to welcome you to the May issue of our Sample of the Month Newsletter. This issue features a case study from our client Book Links (American Library Association), and their attempt to boost response by switching from a self-mailer to an enhanced voucher package.

We will be exhibiting at the upcoming NEPA Conference in Washington, DC from June 5th-7th. We are booth 14. If you're attending the show, please stop by to say hello.

Book Links
Self-Mailer

This self-mailer, measuring 7.25" x 5.5", opens up to reveal 4 panels with the last panel being a tear-off BRC. The copy on the front reads "Break Free" while the copy on the back reads "Contents: One ticket to freedom." The offer is for a one year subscription (6 issues) for only $22.95. Book Links tested this piece against the enhanced voucher package below.

Please note: Ballantine did not write, design or produce this self-mailer.

Book Links
Enhanced Voucher Package

This test piece, an enhanced voucher package, contains both a BRE and a 4-color order form measuring 8.5" x 7.25" which is then folded down to 8.5" x 3.75". The copy on the outer envelope reads "On a budget? Here's a one-stop classroom resource that costs less than a tank of gas." The offer is 6 issues for $24.97, a 31% savings. Test results below.

Copy: Book Links
Art Direction: Joe Favale, SHINE Advertising and Creative Director for Ballantine
Printing & Mailing: Ballantine

American Library Association was using an artsy 4-panel self-mailer to solicit subscriptions to their Book Links publication, a magazine targeted at teachers and librarians. They decided to test this piece against a more practical enhanced voucher package.

"The results have been tremendous," says Mary Frances Wilkens, General Manager for Book Links. "Net response increased 30% with the new package, and because of the added BRE, pay up increased as well."

Possible reasons for the test package's success?

• The copy on the voucher package's OE was extremely enticing leading to what was probably a very high open rate.
• The enhanced voucher package was a nice blend of simplicity and good-looking graphics.
• The unique order form size was large enough to fit the graphics and compelling copy, but small enough where it was easy to skim.
• The included BRE added a level of security to the responder's information that a BRC can't compete with.

"To top it off, the enhanced voucher package was significantly less expensive to both produce and mail," Mary Frances added.

Ballantine is a full-service direct mail production company providing creative, printing and mailing services. We were established in 1966 and serve clients such as The Economist, Smithsonian Magazine, Pitney Bowes, Wall Street Journal and Marvel Comics.

Please visit Ballantine.com for more information on what we could do for you.

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