The September 2012 issue of our case study newsletter features our client Lapham’s Quarterly and their test of a black outer envelope versus a white outer envelope.
The companies involved in this mailing include:
- Ballantine for the printing and mailing
- List Solutions for mailing list brokerage
- Ingram Creative Services for graphic design
- Ken Schneider & Associates for copywriting
- Acme Publishing Services for circulation consulting
Lapham’s Quarterly was mailing a #10 package with a black outer envelope, reply card, accordion brochure, lift note and BRE. The offer was four editions for $39, a $21 discount. Their question was: Could switching to a white outer envelope, but keeping the package components and offer the same, boost response?
The black outer envelope #10 package was performing well for Lapham’s Quarterly, but they wanted to see if switching to a white outer envelope would boost response. While it was obviously a color test, the other part of the equation was the fact that the white outer envelope would be less expensive to produce versus the black outer envelope because of the significantly reduced ink coverage.
The white envelope basically tied with the black envelope on response. But it’s the first time they mailed the test and only at a quantity of 25,000 pieces. Since the white envelope is the less expensive version, they’ll re-test it in November at a larger quantity of probably 50,000 pieces and label it the new control if they get a similar result.
According to one of Acme Publishing Service’s founding partners, “The takeaway, I think, is a simple one: Examine your control each time for new ways to wring out savings. Can you deliver the same visual impact in a less expensive way? Ballantine has always been stellar when it comes to making these kinds of very specific cost-cutting suggestions.”
Do you have any questions or comments? We’d love to hear from you below!