London Review of Books 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.

 CLICK HERE for pictures.

Quick Summary

Previously, London Review was using a simple voucher package. They then tested it against a #10 package which had more copy and components including a 2-sided order form, liftnote and buckslip. In addition, the outer envelope had 2 windows and the back of the order form contained author bios. Offers for both packages were exactly the same: a 1 year subscription for $29.95.

Direct Marketing Techniques

The 2 direct marketing techniques that were used included using a “Prepared in London” seal next to the indicia on the outer envelope. They also used “credit adjustment” verbiage instead of using discount verbiage. i.e. a credit adjustment of $88.85 instead of a discount of $88.85.

Test Results

The #10 package beat the voucher control by over 50% in net orders and profitability. There was also a version sent to expires that included the wording “Exclusively for Former Subscribers” on the outer envelope — all other details remained the same — this resulted in a 15% lift.

Future Plans

They already tested a larger “L-shaped” window on the outer envelope instead of 2 windows, but it did not win. Besides that, they plan on testing a blue outer envelope in the Fall and eventually test adding more personalization to the order form.

The campaign we executed involved creating an email and landing page. Shortly after the email blast, we converted the creative into a 6×9 tri-fold self mailer and sent it to the same folks. The email, landing page and direct mail piece all carried the same message…and the creative of all 3 components complemented each other.

The campaign was successful and we’re now using the same tactic for one of their other mutual funds.

This whole project reminded me to stop looking at direct mail and online as oil and water. If done right, they can work very well together. And it makes sense because people nowadays spend so much time online, but they’re also checking their mailbox too of course.

If you connect with potential customers at both locations with a focused, targeted message, they’re going to at least notice your offer. And that’s half the battle.

July 16-17: PIMA MidYear Meeting in Lansdowne, VA in booth #6
July 27-28: Bridge Conference in Washington, D.C. in booth #124

If you’re attending either show, please stop by our booth to say hello.

On a side note, we have a few exhibit hall passes left over for the Bridge Conference. The passes are valid for entry to the exhibit hall on Wednesday the 28th. If you want one, please email Ryan.

In our new video below, we go into more detail about this format including showing you two successful invitation mailers.

NOTE: We recorded this video on dress down Friday, hence the casual dress code.

Want Samples? Please send your address to ryan@ballantine.com.

Our latest video below called “QR Codes Explained” talks about what they are AND how to use them with direct mail. This video is full of content and tips you can act on right away.

Example: we incorporated a QR code in our tradeshow handout for the DM Days conference. Click here to view it.

HELP: If you found this video interesting, please consider spreading the word via the social media buttons below. Thanks!

If you’re interested in a free exhibit hall pass, please visit:

http://tinyurl.com/dm-days-2010

On the left hand side, select “Digital Marketing Days Individual
Registration” and then complete the sign up process.

Hope to see you there!

 CLICK HERE for pictures.

The Associated Humane Societies/Popcorn Park is the largest animal sheltering system in New Jersey comprised of 3 animal shelters, 2 complete veterinary facilities, and Popcorn Park, a strictly rescue sanctuary for exotics, birds, wildlife and farm animals who faced abandonment, neglect, cruelty, exploitation or even death. AHS/Popcorn Park is a non-profit organization.

For this case study, we interviewed Jeanne Balsam, Associated Humane Societies’ creative consultant. Jeanne is a Graphic Designer and illustrator, with extensive experience in fundraising for non-profits, and also operates a web business specializing in art of the French Bulldog!

Question 1: Last year’s label package mailing featured areas where donations were needed i.e. new x-ray machine, etc. But this year’s mailing featured success stories instead. Do you find the success stories approach works better?

I think I’d have to say yes to that because 78% of donors last year checked the box that let AHS decide where to best use the donation rather than specifically selecting where they’d like their donation applied! So this year, we’ve returned to something that’s always worked – fabulous success stories of animals AHS/Popcorn Park has rescued.

Question 2: You print the reply card w/ address block on the same sheet as the return address labels. Was this suggested by us to save money on the extra costs you would incur from a match mailing if the reply card was separate from the labels?

This was actually how we first set up our label package and I really like the all-in-one concept. It remains efficient in several ways. Most importantly, the donor is looking at our labels while handling the response card at the same time — a good connection. We can carry the theme/colors of the label sheet and/or package easily throughout the complete page if we desire, plus it is an efficient way for staff to record donations when the top portion is returned. Donors also tend to make an address correction on the reply portion if necessary.

Question 3: What is the general strategy of these label mailings that you think helps generate donations?

I firmly believe that our donors respond to the fact that all animals featured in our fundraising pieces are all animals that were rescued by AHS and/or Popcorn Park. We never use stock photos of animals. When donors see our pieces, they are always looking at animals they have read about and maybe even support and visit.

I also think people are responsive to the many accomplishments AHS/Popcorn Park continues to make in giving animals in dire straits a second chance. The letter gives donors the opportunity to read success stories which they help support through their contributions — they can feel good about their donations! Plus good design always helps.

Question 4: I know we just mailed out the 2010 label packages, but can you share any response stats from last year’s mailing to give us a general idea of how these packages perform?

The ROI was very positive. Last year’s label mailing had an 8.6% response rate with an average gift of $24.39.

Spread the Word: if you found this case study interesting, please consider sharing it on Facebook or Twitter via the buttons below.

If you’d like us to give you a quote on your creative needs, please email Ryan.

Here are some direct mail creative samples from recent client projects:

We’re exhibiting in booth 1008 at the upcoming DM Days conference June 14-16 at the Hilton New York. If you’re attending please stop by to say hello. We’d love to learn more about how you use direct marketing.

DM Days

This conference is one of the premier events for learning about the best digital and direct marketing strategies. Keynote speakers include Martha Stewart from Martha Stewart Living and Christa Carone from Xerox Corporation.

More Info

• The DM Days website.
• Our DM Days profile.
• A picture of our booth.
• A picture of those attending.