Mail Activity Highlights: Publishing
Medical newsletter direct mail, in contrast, tends to be much plainer than for magazines. Women's Health Advisor from Cornell University turns that reputation on its end with a colorful 6" x 9" effort. The four-color, glossy outer reads "Research Reveals: Amazing Health Breakthroughs for Women" above five pictures that relate to their effective fascinations (like a teaser, but fascinations leave the prospect wanting), such as "Yummy food that LOWERS blood pressure up to 36%!" and "Foods that actually STOP cancer cells from forming." And underneath those fascinations are the words that prospects want to hear: "Answers FREE inside!" The back of the outer uses a few more fascinations, along with a mention of the freemium "Bonus Report." Inside, an eye-catching order card is used, with a "Yours Free!" sticker to be attached to the perf-off reply card, and the back of it lists those answers to the outer's fascinations. The six-page letter follows the tried-and-true technique of most health newsletters, with many bulletized bits of health information, but also includes orange-shaded boxes with health blasts (Archive code #250-655433-0808).
Lastly, Investors Business Daily goes in a very different direction with its acquisition effort. Rather than send out the usual eight-page letter, it encloses a hybrid voucher inside its #10 envelope. In fact, it's a hybrid on steroids, with order reply form, short letter, benefits, "3 Easy Ways to Subscribe" list, an endorsement from the American Association of Individual Investors, and five testimonials. A personal offer code is also given for the URL (Archive code #255-172928-0808).