… I would expect that the second pack - the one in the envelope - did much better than the first.
As I said earlier, there are only a limited number of things you can really test in direct marketing, but some tend to have a greater bearing on results than others. So, changing the audience, format or proposition will typically produce much bigger differences in results than playing with headlines, body copy and images.
And in this case, the change in format is key. Whenever we’ve tested it, enveloped door drops tend to produce twice the response of all-in-one leaflets. The same seems to be true of all unaddressed media - we’ve found the same with newspaper inserts for instance.
Why? Well, I suppose putting it in an envelope makes it look more like ‘real’ post, and sets it apart from pizza menus and estate agents’ flyers. Perhaps it also looks less ‘marketingy’ and more authentic when you put it in an envelope. And finally, donors are probably more trusting of a proper reply envelope to stick their cheque in, than a flimsy ‘tear here’ do-it-yourself envelope.
So congrats to John Lepp on getting it spot on. And keep an eye on twitter next Friday to see who’s hosting the next quiz
{ 0 comments… add one now }