The September 2011 issue of our “Sample of the Month” case study newsletter features our client Florida Travel + Life (Bonnier Corp.) and their successful test of a self-mailer with a tipped in BRE. Ballantine handled the printing and mailing of this campaign. Andrew Brown, Bonnier’s Art Director, handled the creative.
Florida Travel + Life’s control package was a #10 package with 5 components: letter, reply card, buckslip, brochure and BRE. The offer was a 3 year subscription for the price of 1 for $19.97 (so 2 years free). The test mailer was a 6″ x 9″ 3-panel self-mailer with a tipped in BRE onto the inside center panel. The offer was the same as the control.
For this case study we asked Lisa Mohle, Bonnier’s Sr. Direct Marketing Manager, the following questions:
What was the strategy behind the self-mailer?
Our current control is a #10 sized 4 color package with several components, including a roll-fold brochure. In previous testing for this magazine, we’ve found the promotional package always outdoes a voucher style package. Still, we wanted to see if we could come up with a simpler package that still reflected the look, feel and content of the magazine. The self-mailer format also gave us a chance to imitate the style of a magalog — the front looks like a magazine cover and inside are brief samples of content found in the magazine.
How did the self-mailer perform?
We saw a 10% lift in response over the control. Also, the decision to include a BRE inside the self-mailer helped keep our credit orders even with the control, which is usually a challenge with a more promotional direct mail piece like this.
What should be the main takeaway from this case study?
Don’t be afraid to start from scratch. This idea came out of a meeting where we set aside our current control packages and what we know works and what doesn’t work. We shouted out ideas, wrote them on post-it notes, stuck them to a wall and then later went back and started to evaluate each one. We had a lot of fun with it and came up with some great ideas that ended up working — from this self-mailer to simple tweaks to our voucher packages.