Hello,

The Ballantine Corporation would like to welcome you to the January issue of our Sample of the Month Newsletter. This issue features a case study from our client Phoenix Magazine and their test of an enhanced voucher versus a hybrid double-postcard.

On Monday, January 28th we're releasing our 2nd industry report on direct mail formats for 2008.

We'll send you a copy via email, but if you want to guarantee you receive a copy, subscribe to our RSS feed because we'll also be posting the download link on our blog.

Phoenix Magazine

Enhanced Voucher Control

This enhanced voucher is the control and features a 2-color form measuring 6-3/4" x 11", a 4-color brochure and a BRE. All components are enclosed in a monarch-sized outer envelope.

Hybrid Double-Postcard

This test piece is a 4-1/4" x 6" 4-color double-postcard tabbed closed. It's a hybrid because glue-tacked down inside the DPC is a folded BRE. It also has a peel-off sticker on the front.

 Voucher Pictures
 DPC Pictures

Phoenix Magazine's direct mail control package is the enhanced voucher above. The offer is a two-for-one special (2 years - 24 issues - for $11.95).

They recently tested a hybrid double-postcard that included a folded BRE tucked inside. The offer was 12 issues for $12 with a 10 day deadline window to accept the offer.

Strategy

In an attempt to dethrone the enhanced voucher, they tested the double-postcard, a proven format...and included the BRE to increase payment with order.

The offer included a 10 day deadline window in hopes the urgency factor would boost response over the current two-for-one control offer.

Results

The double-postcard beat the voucher (slightly) in gross counts. Unfortunately, payment with order was much lower, despite the addition of the BRE. Overall pay up was lower as well.

The voucher package has space for credit card payments and receives high payment with order and exceptionally high overall pay up.

Next Steps

On the DPC test, a “bill-me/payment enclosed” checkbox was not included. As a result, the DPC will be re-tested with this slight modification to see if it increases payment with order.

Conclusion

The enhanced voucher was the winner in this test, but we still think the hybrid double-postcard has strong potential, especially if your current control is a standard double-postcard.

The one thing to note, however, is that the hybrid DPC doesn't mail at postcard rate...it mails at letter rate.

Thank you for taking the time to read the January 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.