DM Spotlight: Plain-Jane Voucher Gets Makeover
The final element in the package is a small, yellow insert reiterating the offer. Mr. Kottler says such an insert has shown a steady lift in response when tested in isolation in similar voucher packages.
Mailed in the summer of 2008 and winter of 2009, this package was sent a third time in July 2009 and remains the control for the American Craft Council. It is an acquisition-only package sent to prospects who have expressed interest through events or other subscriptions in crafts and art appreciation, Mr. Kottler says.
The enhanced voucher package provided a lift over the previous packages the council had been mailing. With the enhanced voucher, the gross response (the percentage of people who responded to the mailing) and net response (the percentage of people who responded to the mailing and also paid) both almost doubled.
Another benefit of the enhanced voucher package is the smaller gap between the gross response and net response, which Mr. Kottler attributes to the package's hard offer. "We advised that we stay with the hard offer because it's the type of thing that works better than having to send out sample magazines," Mr. Kottler reveals. He says that around 70 percent to 80 percent of people provided cash with order, and as a result, the client incurred many savings down the road with no free issues and less "bill me later" invoices to send.
Sage Communications and American Craft Council currently are working together, with ProCirc, a Miami-based circulation vendor, to determine plans for next year's mailing. Both Anne and Josef Kottler are pleased with the control but hope there will be some testing in the works. "We hope to test more ideas, such as email capture or new creative, in the next mailing cycle," Mrs. Kottler says. "This package has worked extremely well for them, but there's always new things to test," Mr. Kottler adds.