The January 2010 issue of our ‘Sample of the Month’ direct mail case study features our client American Craft Council and their test of new outer envelope creative for their #10 control package.
American Craft Council worked with ProCirc, their circulation management partner, to execute this test with Ballantine handling the printing and mailing portion of the project. Sage Communications handled the copy & design.
Both #10 packages (control and test) contained the same exact 5 components: 2-page letter with perfed reply card, 2-panel brochure, buckslip and BRE. The offer for both was a 1-year subscription to American Craft magazine for $20.
CLICK HERE for pictures of the #10 control and test.
American Craft Council’s control package was a #10 package with a plain, double-window outer envelope. One window carried the address block and the other window showed a personalized membership card.
In January of 2009, they tested this against a #10 package with the same exact components, but a completely different outer.
The OE had the address block imaged on the back and only one window on the front. This one window showed the personalized membership card and blended in with the creative. View pictures here.
The strategy with the test was to add more impact to the outer envelope’s design and, more specifically, to make the OE creative work together with the window placement for greater effect. The design was created so it looks like two hands are giving the membership card to the recipient.
The small initial test panel included in the January 2009 campaign had a 64% increase over the control verification panel! American Craft Council rolled out to the new package in their next campaign six months later. With the much larger rollout quantity, it still captured an impressive 36% increase in net response over the previous control. The “two hands” package is now the current control and Ballantine just mailed a 3rd campaign one week ago.
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