'Picking Up a Spare
Business book publishing company, Prentice Hall, has added an interesting twist to the envelope-within-an-envelope format. Last November, the marketer dropped a mailing containing six, sealed #10 envelope packets to promote its line of books (801PRENTA1198B).
Each envelope is addressed to an individual company title, and all efforts are inserted into one outer envelope that is addressed to the prospective company's mailroom manager. On the front of the 5"x111/2" manila envelope is the headline: "Attention Mailroom: Please open and distribute the enclosed letters."
Each inner envelope contains a business reply card, a letter and/or a brochure describing a particular business book. Some of the creative is re-used from earlier Prentice Hall solo mailings.
According to Sandi Chase, marketing manager at Prentice Hall, the company mails this format three to four times per year at bulk rate. The internal term for this package is a "six-pack mailing." One advantage to using this format is that it lets a marketer promote six products in one mailing, without sacrificing the length of the creative copy.
"We dropped two [six-pack] packages in November, one at the beginning and [one at] the end of the month," Chase says. Each six-pack mailing featured different book titles, allowing Prentice Hall to test new offerings.
According to Chase, Prentice Hall mails the six-pack mainly to its house file. "In fact, we may exclusively mail [this format] to our house file," she says.
While not offering any specific numbers, Chase describes response to this format as, "Pretty good; somewhere around one percent."
As for how the recent postal increase will affect this format's future, Prentice Hall is currently waiting to receive more telling information.
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