The April 2009 issue of our ‘Sample of the Month’ direct mail case study features our client Aperture magazine and their test of a #10 voucher package with a bright green outer envelope.
This case study is going to be brief because the mailing was a pure outer envelope test.
Both the control and test had the same exact components: a perfed form measuring 8.5″ wide by 7″ high, a 4-color buckslip and BRE. Furthermore, the offers were also the same: 1 year (4 issues) for $40 or 2 years (8 issues) for $66.
Their control package (meaning, the package that performs the best for them) has a simple white outer envelope. As a test, they mailed the same exact package, but with a bright green outer envelope. The green paper is more expensive, but the strategy was it would stand out in the recipient’s stack of mail and generate more orders.
You can view pictures by CLICKING HERE.
Both packages were equal in payup, but one generated 11.5% more orders, gross and net.
The winner was…
So are the results what you expected? Share your thoughts by commenting below. Thanks!