DM Spotlight: Plain-Jane Voucher Gets Makeover
On the reverse side of the envelope are the address blocks, along with the copy, "Charter Invitation Please respond within 10 days," and a "Do Not Bend" stamp. Inside are a voucher page with content on both sides, a colorful brochure, an insert and a postage-paid BRE (Archive code #202-713749-0907).
The focal point of the package is the double-sided voucher. The front, main page of the voucher includes a list of member benefits and a quick, personalized message written to the recipient, explaining why she's been chosen for membership and that she'll receive 50 percent off the regular price. The temporary membership card is perforated at the top of the page, and the reply form is perforated onto the bottom. While Mr. Kottler says the magazine is the biggest value to prospective members, the temporary membership card works well as an involvement device and helps stoke interest in the membership itself. "The temporary card suggests, ‘You're a member now, but to be a permanent member, you have to send in your money,'" he remarks.
The reverse side of the voucher features the headline "Join Our Community of Artists and Craft Masters" and reveals how the Kottlers added a community feel to the voucher package. "A magazine and its readers and writers are part of a community that shares an enthusiasm and a common interest for a subject matter ... The back of this form refers to and invites you to join our community of artists and crafters and then shows you five artists who have appeared in the magazine, with a brief biography and then an actual sample of one of the pieces of their work," Mr. Kottler says. The council's mission statement also appears in a box at the bottom of this page.
One of the package's highlights is the brochure, a four-color, high-quality piece that reproduces sample covers of the recently redesigned magazine and shows beautiful photographs of crafts featured in the publication. There is also copy on the brochure detailing what readers will learn from the magazine. "Time and time again, we've noticed and we've learned at Sage Communications that including a nice little brochure with a voucher package has lifted response," Mrs. Kottler comments. She says the brochure highlights the magazine's new design and its content without adding much to the overall cost of the mail package. "This piece is really quite simple but delivers a sense of elegance that the magazine delivers," Mr. Kottler adds.