Blockbuster Direct Mail
Breck's Perennial Control
Copywriter and consultant Dick Hodgson's long-term control for Breck's tulip collection is a garden of sound direct response techniques. The focal point of this mailing is the successful use of personalization on the front page of the two-page letter; the prospect's name and town is featured no fewer than five times. To engage prospects in the letter copy and drive them to the order form, Breck's used their ZIP code to identify the town in which they lived and the growing climate to target the copy to the audience. To sweeten the deal, Breck's offers a premium of 10 more tulip bulbs on top of the 60 promised in the main offer; this incentive doesn't do much for tire-kickers, but bulb lovers should view this add-on as extra value. The bloom on the rose … um, tulip … is a member-get-a-member plea on the back flap of the BRE, used by Breck's as a low-cost source of future prospects. And its placement doesn't interfere with the order process.
Simple Equals Successful for Project HOPE
For more than seven years, Project HOPE has tweaked, tested and refined the same snap-pack control. Raising money to vaccinate children in impoverished nations, Project HOPE must break through the clutter in the mailbox while striving to achieve the lowest cost-per-order possible. The snap-pack format accounts for less than five percent of all Grand Controls, but its devotees have achieved long-term success with its humble presentation. In fact, it's likely that this simple presentation style is the driving factor in the package's longevity. Recipients receive all the information they need on the mailer's six panels, but aren't left with the impression that the fundraiser is spending much of its donations to create glitzy direct mail. The outer outright puts this message in prospects' heads, with this teaser: "93% of All Contributions To Project HOPE Go Directly To Those In Need!" One of the elements added over the years is a simple but powerful interactive device: A shipping label that features the prospect's name allows a donor to be flattered, knowing that a shipment of vaccines will arrive in a village far away bearing his or her name as the benefactor. Like the billboard format, snap-packs must use all available selling space; Project HOPE leverages the back of the snap-pack to share testimonials from former U.S. presidents Bill Clinton, Jimmy Carter, George Bush Sr., and the late Ronald Reagan.