The March 2011 issue of our ‘Sample of the Month’ case study newsletter features our client Stanford Social Innovation Review and their successful test of a triple postcard with a tipped in BRE.
Ballantine handled the printing and mailing of this campaign and Next Steps Marketing handled the creative and strategy.
SSIR mailed out a triple postcard with a tipped in BRE to acquire subs for their publication. The offer was for a 1 year print and digital subscription plus premium online access for $39.95. CLICK HERE for a sample of the direct mail piece.
For this case study we asked Mike Popalardo, a Principal at Next Steps Marketing who worked on the project, the following 5 questions:
1. What was the triple postcard tested against?
Since this was a small mailing and the publication had been out of the mail for over a year we didn’t conduct a head-to-head test. In the past we tried a variety of formats including the well-used voucher format. We were hopeful that given the overall consumer acceptance for the voucher format that it would work well for this title, as well, but it didn’t.
2. What was the strategy behind the TPC?
SSIR serves the information needs of professionals who work in the nonprofit sector. We wanted to see if we could successfully introduce a package that speaks more specifically to these individuals. We also felt the format would work for the promotion of the subscription package (print, digital edition, gated online access) and that “9 Powerful Ideas for Your NonProfit” as a freemium would induce the prospect to open the package.
3. How did the TPC perform?
We saw a 9% lift in gross and a tremendous increase in the net response – 53% – this is partly due to how well the format works in getting cash with order.
4. What surprised you the most about this campaign?
No real surprises, I’m encouraged by the response. While it is a bit costly to test, in rollout it definitely compares favorably to other packages.
5. What are your future plans for SSIR based on this mailing?
We’re using the package this Spring and will be testing a letter as the primary inside copy versus the “tips” format. We’re also re-formatting the tips to be more like mini case studies.