Hello,

The Ballantine Corporation would like to welcome you to the December issue of our Sample of the Month Newsletter. This issue features a case study from our client Fidelity Independent Adviser and the success they had with different envelope sizes and handwritten addresses.

The direct mail blog we started a couple of month's ago is fully up to speed. If you want real-time access to the latest information, please subscribe to our RSS feed.

Fidelity Independent Adviser
Direct Mail Package

This direct mailer sells membership in an exclusive financial service at a relatively high price point for a direct mail offer: $999.

The mailing package had to explain the benefits of this service and be produced in a way that denotes elegance and exclusivity but not extravagance.

The combination of understated design in two colors and uncoated paper achieved the desired result.

The letter and form both measure 8-1/2" x 11". Three envelopes were used: 6" x 9", 9" x 12", and 9" x 12" USPS.

 Front of 6x9 Pkg
 Front of 9x12 Pkg
 Inside of Both Pkgs

Fidelity Independent Adviser wanted to offer a way for subscribers to its various financial newsletters to receive all of its newsletters, special reports, market updates and all future publications for life at one special price.

Strategy

Offer a Fidelity Independent Adviser Charter Club Membership to include these publications, reports and benefits: Fidelity Independent Adviser, Retirement Income Guide, ETF Report, Sector Momentum Tracker, ETF Momentum Tracker, PowerShares Momentum Tracker, 401(k) Accelerator and Health & Wealth Adviser.

Members also receive Special Reports (at least 6 per year), Exclusive Access to the Fidelity Independent Adviser Archives, Weekly Hotlines Delivered Without Advertising (3 Hotlines), Priority Access to all Special, Reports and Market Flashes, Exclusive "Members Only" Conferences with Don Dion (at least 1 per quarter), Exclusive Charter Club Special Reports (at least 1 per year), Portfolio Reviews, Personal Account Representative, plus every product the company will publish in the future.

Package

A 12-page direct mail letter, one-page reply form, BRE and three different outer envelopes outlining this exclusive offer were sent to 70,000 of their newsletter subscribers. Tom Tumbusch wrote the direct mail letter and form. Gene Bellotti of CustomerType Marketing developed the package and handles direct marketing for Fidelity Independent Adviser. Ballantine printed and mailed the pieces.

The majority of prospects received their package in a 6" x 9" envelope with a live stamp. Ballantine hand-addressed packages to the top 5,000 prospects for greater impact, using a 9" x 12" envelope and mailing them first class. The top 1,000 prospects received their package in a red, white and blue 9" x 12" USPS envelope.

Results

The attention to detail and tiered, hand-addressed packages paid off handsomely. Response to the mailing generated over $250,000 in revenue for lifetime subscriptions to all Fidelity Independent Adviser publications. A subsequent second mailing of the offer in a 6" x 9" outer envelope generated another $200,000.

Next Steps

The components of the Charter Club package will be inserted in monthly newsletter packages as they are mailed to subscribers in December.

Conclusion

The Charter Club concept was successfully launched, proving that a high value $999 offer for financial services can be successfully executed through direct mail. Paying special attention to their best prospects with hand-addressing and first class postage made the offer work.

Thank you for taking the time to read the December issue of our Sample of the Month Newsletter.

If you would like access to the full collection of our case study newsletters dating back to 2004 - or if you were forwarded this newsletter and would like to subscribe - please visit here.