Direct Mail: Powerful, Cost-Effective Formats and Techniques

Voucher Packages — New Innovations

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

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

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

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

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

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

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

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

Working Mother, New Package Test, 2002

Results: 60% LIFT in response to outside lists!

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

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

Going Beyond the Double Postcard Design by Kat Stewart

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

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

Letter Based Packages — New Ideas & Formats

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

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

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

Yoga Journal, Control Package,

Results: 40% LIFT over previous control

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

Cooks I llustrated, New Package Test, 2003

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

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

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

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

Hunting Group, Efforts 1-2, Five Titles

Shooting Group, Efforts 1-2, Five Titles

Fishing Group, Efforts 1-2, Three Titles

Generic Efforts 3-4, for13 Titles

Generic Efforts 5-7, for 13 Titles

Savings Tip: Print Alternate Color Patterns

Reaching the Hearts and Minds of Your Readers