Hello,

The Ballantine Corporation would like to welcome you to the October issue of our Sample of the Month Newsletter. This issue features a case study from our client, Register.com, and their test of two self-mailers: one designed for branding and the other designed for direct selling.

We recently exhibited at the DMA 05 direct marketing conference in Atlanta, GA. Here's a picture of us at our booth.

Register.com
Self-Mailer (branding)

This self-mailer, comprised of 3 panels, measures 5.5(h) x 8.5(w) closed and 16.5(h) x 8.5(w) open. The main purpose behind this mailing is to brand Register.com after a customer's purchase. The piece is filled with the many benefits and services Register.com can provide. Furthermore, the front of the self-mailer is personalized.

Register.com
Self-Mailer (selling)

This self-mailer is also comprised of 3 panels and measures 5.5(h) x 8.5(w) closed and 16.5(h) x 8.5(w) open. The main purpose behind this mailing is to sell additional Register.com services after a customer's purchase. The piece is filled with various discounts and key codes to track response. Furthermore, the front of the self-mailer is personalized.

Register.com has been testing two separate self-mailers that are mailed to new customers from the previous month. One is designed as a branding effort and the other offers discounts on services they provide.

According to Chris Wessel, Director of Direct Marketing for Register.com:

"We divide our new customers 50/50 and send one of the mailers to each group. While both self-mailers appear to be effective, we will need to look at the total lifetime value of each group to ultimately determine the effectiveness of the branding approach versus the more direct selling approach.

We can see an immediate benefit from the selling approach based on actual sales generated, but we also want to build customer loyalty and increase lifetime value. Time will tell which of these self-mailers achieves the ultimate goal."

Register.com plans on continuing the current process through January and then possibly rolling out with one self-mailer over the other.

How can you test this combination of branding and direct selling in your own direct marketing efforts?

We are a full-service direct mail production company established in 1966. Some of our clients include The Economist, Smithsonian Magazine, Wall Street Journal, Weight Watchers Magazine and Pitney Bowes.

For more detailed information, please view our 3 minute video at:

http://www.ballantine.com/benefits.html

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