Hello,

The Ballantine Corporation would like to welcome you to the April issue of our Sample of the Month Newsletter. This issue features a case study from our client Circulation Specialists and their test of a magalog AND a 6x9 package for E Magazine.

We're holding our first ever breakfast event on May 22nd in New York City...and it's free. The topic of this educational session is one-to-one direct mail marketing and variable data digital printing...eat as you learn!

If this type of technology is a good fit with your current or future marketing plans, we'd love to see you there. Attendance is limited - to sign up, or for more info, please visit: MarketingAndMuffins.com

E Magazine
Magalog Test Piece

This is the magalog E Magazine tested. It measures 10.75" in height by 8" in width and is 12 pages. Bound into the center is a BRE used to mail back the BRC found on page 9.

The offer is for one trial issue and then 5 more issues for $10. There is a Green Car booklet premium on payment.

Note: Circulation Specialists handles all of E Magazine's circulation needs. Ballantine handled the printing and mailing of this test and Ken Schneider handled the copy.

E Magazine
6x9 Test Package

This is the 6x9 package E magazine tested. Inside are 6 components: a 4-page letter, a reply card, an accordion brochure, lift note, buckslip and BRE.

The offer is for one trial issue and then 5 more issues for $10. There is a Green Car booklet premium on payment.

Note: Circulation Specialists handles all of E Magazine's circulation needs. Ballantine handled the printing and mailing of this test and Ken Schneider handled the copy.

E Magazine was previously using a voucher package and a double-postcard, but neither approach was working effectively. Their circulation consultants, Circulation Specialists recommended a new approach...developing more elaborate creative, a new premium booklet and testing an aggressive price.

So they hired a top copywriter, Ken Schneider, and created an entirely new 6 x 9 package and a 12 page magalog.

The Strategy

According to the President of Circulation Specialists, "the strategy was to test a much more elaborate, edit driven creative with long copy and a compelling premium. We also tested a very aggressive price ($10) to see if it would make a significant difference in order volume."

The Results

The test was a huge success - the response rate almost doubled. The magalog outpulled the 6x9 package by about 25% in net response and the $10 price is getting about twice the net response for both the magalog and 6x9 as the previous $19.95 price point.

And even though it was a soft offer, the premium was on pay and it generated a huge boost in cash with order because people wanted the free report.

Biggest Lesson Learned

Creative matters...a lot. Some products cannot be sold effectively with a voucher or double postcard-type mailer. Some need the long copy approach with full-color brochures and such.

The success of the premium was also a pleasant surprise. A lot of people paid up front when they didn't have to just to get the premium.

Something to think about...

If your direct mail isn't working, try focusing your attention on new creative and a new offer, including a really solid premium.

This new creative/offer combination just about doubled E Magazine's net response rate.

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