Direct Mail Spotlight: Quilter's Home
Since its first mailing in January, Quilter's Home has been able to increase its rollout and testing. "We sent 150,000 out in January. But because it was so successful, we actually increased that to 240,000 in July, and we had three test panels of 15,000 each," says Martin. In July Quilter's Home tested a hard offer against its soft offer control, the magazine's price point and an added content-based freemium called the "Quilter's Bill of Rights," in addition to the free issue premium.
Response for the January mailing was in the double digits, which Martin describes as fantastic for a soft offer. Du Bois says she is waiting to see if the soft offer or hard offer pays more before designing next January's mailing. Tweaks to the pricing, offer positioning, copy and premium are all possible, and down the road, a more pared-down voucher package may be a feasible test. "We will at some point in time test the voucher because they are a very economical way of getting subscribers ... We need a little bit more brand recognition and a little bit more size and mass before that scaled-down voucher package will have the same type of response," she explains.
Du Bois describes the prime reader as, "A woman who has a fun and youthful approach to life." To appeal to this target market, the Quilter's Home marketers collaborated with the magazine's editor, art director and the folks at Parise Marketing to create an equally fun and youthful approach to the product. Teamwork contributed to the overall success of this package. "It was probably the best collaboration that I've ever had ... and I think that's what you can tell in the results of this package," Martin concludes.