Hello,

The Ballantine Corporation would like to welcome you to the June issue of our Sample of the Month Newsletter. This issue features a case study from our client DAL Investment Company and their test of a magalog with a gatefold insert versus a 9x12 package.

We Now Offer 1-to-1 Marketing Solutions

Good news- we can now offer you services such as highly-personalized variable data direct mail, personalized URL's, personalized websites, interactive surveys and more.

This marketing solution, however, is not for everyone. If you would like to speak to us about whether or not it's a good fit for you, please email us.
 

DAL Investment Company
9x12 Package


DAL mailed this 9x12 package in the middle of January 2006. Inside are 2 pieces: a 4 page brochure and a 8 page catalog (both are 2 color). The 9x12 package promotes DAL's family of Fundx Upgrader Funds.

  
 


DAL Investment Company
Magalog


DAL mailed this 12 page magalog (2 color) the end of April 2006. Inside the magalog is a 6 page gatefold insert and a BRC tucked within the saddle-stitched pages. This mail piece also promotes DAL's family of Fundx Upgrader Funds.		  
 
Test Summary and Results

DAL Investment Company mailed a 9x12 package in January 2006 and a 12 page magalog in April 2006 - both promoting their line of mutual funds.

According to Jeff Smith, Marketing Director for DAL, "We've been looking for an attractive and cost-effective method of packaging the multiple printed pieces of our 9x12 package with an efficient response method...we chose a magalog with a gatefold insert and BRC."

"To increase effectiveness, we used a different type of stock for the gatefold insert to help clue readers into the fact that it's actually two different mail pieces in one. Initial response tells us that this has worked and completion of the order card has been higher than in the past as well," said Mr. Smith.

The biggest surprise of the test?

"Based on our experience with the 9x12 package", indicated Mr. Smith, "it's surprising that people won't remember the cover of an envelope, nor read more than the first printed piece of a mailing. By including all the important components in one mail piece - the magalog - we feel we'll get better brand identity and recognition."

What's next?

DAL will use the magalog format for future mailings, but will continue to test different formats (as most mailers should).

Something to think about it...

If you're currently mailing a magalog, what could you use a gatefold insert for? Maybe a survey...or a response device...or maybe use it to single out some important information you want the reader to notice.


What Can Ballantine Do For You?

The following three pieces of information will help answer this question:

1. Our printable company brochure (PDF).

2. Our 3 minute company video.

3. Our free white paper.

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