| Hello, The Ballantine Corporation would like to welcome you to the May issue of our Sample of the Month Newsletter. This issue features a case study from our client David Parker Associates and their outer envelope test of a #10 package for Kosmos Journal. Free Circulation Management Show Pass We're exhibiting at the upcoming Circulation Management Show in New York City from June 4th to June 6th. We're booth 311 - here's a free pass to attend - and please stop by to say hello if you come. |
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This is the #10 control package that Kosmos Journal recently mailed and tested against. It contains 4 components: a 4-page letter, a 4 color brochure, a reply card and a BRE. The offer is for one free trial issue. For this mailing, Kosmos Journal tested two identical #10 packages, but with different outer envelope copy. Note: David Parker Associates handles all of Kosmos Journal's circulation marketing needs. David can be contacted by calling (212) 685-7724 or by emailing him at david@dparker.biz. |
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Test
Summary and Results
Kosmos Journal recently mailed two #10 packages (one being the control) with identical components, but different outer envelope copy. Often a simple change can have a profound effect on response. The Strategy According to David Parker, President of David Parker Associates, a magazine circulation and marketing consulting company, "The reasoning behind this outer envelope test was that the most crucial element in a direct mail campaign is, obviously, to have the recipient OPEN the envelope." "The copy change between the two outers was not dramatic, but we tried testing a more "activist" message (i.e. YOU can make the difference.)." The Results The new test outer envelope actually dropped the gross response by 5%, but the net response increased by 13%. So even though the test outer did not produce more gross response, it appealed to a type of person that was more likely to pay-up on the free sample issue offer. Future Plans "The pay-up is still coming in so we will have to watch how the test finalizes, but if these numbers hold, the test envelope will be the new control," said Mr. Parker. "The test outer language was meant to appeal to a more engaged, activist audience, and it looks like we may have succeeded in doing that." Something to Think About Sometimes the more simplified tests can be the most revealing...have you mailed a pure outer envelope copy test yet? What
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Thank you for taking the time to read the May issue of our Sample of the Month Newsletter. If you have any feedback, please email us. |
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