Mailing Activity Highlights: Publications
Sifting through the publications sector in our Who's Mailing What! Archive, I came upon one voucher effort after the next, as usual. But this time around, many of these vouchers were not the plain Jane variety, with the dull discounted price and the boring bulleted benefit routine. No, many publications these days are opening their wallet a little bit wider to beef up these vouchers, in the hopes that prospects will respond in greater number.
Sports Illustrated recently changed up its voucher package radically, greeting the prospect with a huge window on the front of the 4" x 7-3/4" envelope (Archive code #710-171634-0903). This unseen variation—usually the large window tactic is reserved for the back of envelopes—shows a "To" and "From" field as well as a "Re:" field, almost like an e-mail. The "Re:" field says, "Special Offer for an NFL Fan." The right side uses the prospect's name and then lists six possible premiums, another highly unusual move: "Choose 1 of 6 Free Gifts with your paid renewal!" A reply-by deadline, more along the tried-and-true tactic line, is next.
The outer employs a red, white and blue, USA-colors approach, with the words "Rapid Response Renewal Service" running across the top. In other words, it looks like something official from the USPS, which may be effective. Inside, the voucher form offers very straightforward "instructions" in two columns labeled "Do This" and "Get This," which is a nice way of getting the prospect involved in the mailing and showing the benefits of a Sports Illustrated subscription. A brochure featuring the premiums also accompanies the mailing; pictures and description of each (athletic bag, radio alarm clock, thermal shirt, etc.) are included along with stickers that prospects are asked to remove and put on the reply form. In yet another unusual device, there's also a "no thanks!" sticker for subscribers who don't want the free gift.