Hello,

The Ballantine Corporation would like to welcome you to the March issue of our Sample of the Month Newsletter. This issue features a case study from our client Uhlig Communications, makers of Illustratus, and their test of two #14 envelope packages with very unique creative.

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Illustratus
#14 Packages

These two #14 envelope packages had different outer creative, but contained the same six components: a 4-page letter, a 4-panel brochure, a reply card, two buckslips and a BRE. The packages were mailed to generate appointments for Illustratus' sales staff.

Please Note: copy was written by Mark Gauthier of Palm Springs & design was handled by Hoashi Communications of New York.

Recently, Uhlig Communications mailed two #14 envelope packages to promote their newsletter-template product called Illustratus. Illustruatus is Uhlig's newsletter-publishing software that makes it possible for managers of apartment complexes and residential developments to edit customized newsletters for residents online.

Both envelopes had different outers, but were exactly the same inside. Among the six components inside was a long-copy letter, chosen because the product being promoted is fairly complex, and an elaborate 4-color brochure, chosen for impact.

According to Mark Gauthier, Uhlig's copywriter for this project, "The strategy was to approach this busy, overtaxed, largely female management market with a product that was both business-to-business and extremely friendly in tone and appearance- hence the use of humor and whimsical illustrations, not usually typical of business-to-business mailings."

When asked about the performance of the mailings, Mr. Gauthier replied, "The two packages, which had different outer envelope creative, performed about equally in the mail and served as effective lead generators and "door openers" for follow up telephone sales efforts by sales staff."

This mailing is the perfect example of having a crystal clear picture of your target audience in mind when producing your direct mail package from start to finish. If you haven't done so already, sit down with your team and write out the specific demographic details of your target audience and use this to guide your direct marketing efforts.

We are a full-service direct mail production company and can provide you with technical expertise, full project support and aggressive pricing. For more detailed information, please view our 3 minute presentation at:

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