A Shiny Outcome
Something as simple as adding color to a business reply envelope or a business reply card can lift response, but often these variations get overlooked by mailers searching for more significant tests. This month we bring you an inexpensive way to tweak your mailings, raise response and keep within the budget. It's a hologram sticker.
Presently, we have seen marketers scrambling to put all different kinds of stickers on their mailings, but as Ilene Cohen, circulation manager for Conde Nast, comments: "The hologram sticker takes involvement devices to the next level."
Conde Nast debuts hologram stickers on two double postcard efforts for Glamour (203GLAMOU0698) and Vogue (203VOGUEM0698) magazines. Prior to this, the publishing house used hologram stickers on a double postcard effort for Vanity Fair (203VANIFA1297) and on a 6"x9" envelope effort for House & Garden (203HOUGAR1297)--something we have not seen other envelope mailers do.
Past efforts for both Vogue and Glamour featured stickers with flat finishes. Cohen says the switch was the result of heavy testing done by the company.
The New Yorker, a domestic and international news magazine, was one of the first mailers to use this shiny, eye-catching hologram sticker on its double postcard effort. Sally Murphy, consumer marketing director, says the company was--and is always--testing new involvement devices for its mailings.
According to Murphy, the cost difference between the dull finish and hologram finish is not that great. "The hologram sticker glitters and catches the eye; it's a more upscale look and that's appealing. Plus, it works. It definitely has lifted our response."
The next time you are looking to freshen up a mailing, don't discount what looks like a trivial change. It can pull better than you think!