| Hello, The Ballantine Corporation would like to welcome you to the January issue of our Sample of the Month Case Study Newsletter. This issue features our client Tribal College Journal and their successful migration from a #10 package to an acetate backer. |
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Test Summary and Results Previously, Tribal College Journal was using a #10 package with a 2-page letter, reply card and return envelope. After seeing an acetate backer in the mail, however, TCJ tested the new format and has been using it ever since. The Strategy According to the Publisher, she received an acetate backer in the mail and was immediately fascinated by it. "It was a visually appealing mail piece and would give us enough real estate to sell our magazine...and once I had it priced out and realized it's affordable, we moved forward with a test. We doubled our response rate." The Results TCJ has been using the acetate backer since 2003 and it's response rate fluctuates within the range of 3-4%. Back when they were using the #10 package, 2% was the norm. Future Plans According to the Publisher, TCJ will of course continue to mail the acetate backer, but indicated she is ready to test some new formats and offers. Her primary focus over the past 3 years has been fine-tuning their list selection. Biggest Surprise The biggest surprise of using the backer is how well it performed. They were happy with their #10 package's respectable 2% response rate...and while they felt certain the backer would perform well, doubling their response rate was a pleasant shock. The Lesson is... Testing
is the name of the game - you can assume this and you can
assume that, but until you test, it's all just speculative.
Commonsense advice - yes - but definitely worth repeating. What Can Ballantine Do For You? The following two pieces of information will help answer this question:
Thank you for taking the time to read the January issue of our Sample of the Month Newsletter. If you have any feedback, please email us. |
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