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Direct Mail: Powerful, Cost-Effective Formats and Techniques.

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Presentation on theme: "Direct Mail: Powerful, Cost-Effective Formats and Techniques."— Presentation transcript:

1 Direct Mail: Powerful, Cost-Effective Formats and Techniques

2 Voucher Packages — New Innovations

3 O, The Oprah Magazine, Control Package, 2002 Approach: Explanation of benefits

4 O, The Oprah Magazine, Lift Note Test, 2002 Results: 5-10% LIFT, now included w/ control

5 Redbook, New Voucher Package Test, 2002 Approach: Reader Appreciation Program

6 Redbook, New Voucher Package Test, 2002 Results: 30% LIFT, is now control for all lists

7 House Beautiful, New Voucher Package Test, 2002 Approach: Branded message w/ editorial lift note

8 House Beautiful, New Voucher Package Test, 2002 Results: Even with the control

9 Testing Out of a Voucher Package Case Study: Working Mother Control Package

10 Working Mother, New Package Test, 2002 Approach: Edit-driven message w/ redesign

11 Working Mother, New Package Test, 2002

12 Results: 60% LIFT in response to outside lists!

13 Working Mother, New Package Test, 2003 Test: Scaled back components, savings of $60/M Test: Higher sub price w/ stronger offer focus

14 Working Mother, New Voucher Concept, 2003 Approach: Strong edit message & 4C images

15 Going Beyond the Double Postcard Design by Kat Stewart

16 Hope Magazine, Control Package, Approach: 6 panels w/ strong edit message & images

17 Hope Magazine, Control Package, Results: Became new control for two years

18 Letter Based Packages — New Ideas & Formats

19 Hope Magazine, New Package Test, 2002 Approach: Magalog w/ letter, edit-driven message

20 Hope Magazine, New Package Test, 2002 Results: 32% LIFT over previous control

21 Yoga Journal, Control Package, Approach: Personal story w/ nested pages

22 Yoga Journal, Control Package,

23 Results: 40% LIFT over previous control

24 Cooks I llustrated, New Package Test, 2003 Approach: Personalized poly-bag w/ sample issue

25 Cooks I llustrated, New Package Test, 2003

26 Renewals: Businessweek Cover Wrap #1 Approach: Emphasis on 3-year savings Mailed: 6 months before expire

27 Renewals: Businessweek Cover Wrap #2 Approach: Preferred customer savings Mailed: 3 months before expire

28 Renewals: Businessweek Cover Wrap #4 Approach: Last issue warning Mailed: At expire

29 Generic Renewal Series: Primedia Outdoor Group Challenge: To gain cost savings without losing each title's unique identity and personality

30 Hunting Group, Efforts 1-2, Five Titles

31 Shooting Group, Efforts 1-2, Five Titles

32 Fishing Group, Efforts 1-2, Three Titles

33 Generic Efforts 3-4, for13 Titles

34 Generic Efforts 5-7, for 13 Titles

35 Savings Tip: Print Alternate Color Patterns

36 Reaching the Hearts and Minds of Your Readers


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