The March 2009 issue of our ‘Sample of the Month’ direct mail case study features our client Baltimore Magazine and their test of a #10 package with a faux label outer.
The package is a closed face #10 with a faux label design and a Preferred Resident Discount stamp. Inside is a 4-color preferred resident benefits form, a 4-color buckslip and a BRE (business reply envelope). The offer is 12 issues for $9.95.
—> Click Here for Front and Inside Pictures
Baltimore Magazine’s control is a simple monarch voucher package with a small 4-color form and BRE. In a recent mailing, they tested this control against the more expensive faux label package above. According to the Baltimore Magazine’s Circulation Director, “It’s a handsome package and generates an element of curiosity.”
Every component of the faux label package is more expensive including the lettershop because of the match mailing required due to the closed face outer envelope and personalized form. Our client was hopeful, however, that the increase in response from the nicer creative would keep the cost per order in check with their control package.
Close, but no cigar — but very promising. The faux label package grossed the most orders…and even though it was much more expensive than the voucher control, the cost per order for the test was only $1 more than the control.
Furthermore, two price points for the faux label package were tested: $9.95 and $12 — $9.95 was the clear winner.
Since the faux label package showed good potential, our client is planning on testing a few variations to see if she can trim the cost, but keep the response rate consistent. For example, one option is to omit the 4-color buckslip. If the response rate holds up, this could possibly turn the test into the control.
Please email your address and project details to Ryan Cote: