Speaking of SmartMoney, a 4-1/4˝ x 9-1/4˝ acquisition package also arrived—and the jury is out on this package as well. It bombards, perhaps excessively, the prospect with four offer options and tons of benefits, all on the reply form page. It cross-promotes Barron’s, yet doesn’t provide any information about, let alone a pitch, for Barron’s. Since financial readers do respond well to charts and graphs, SmartMoney does include a buckslip that effectively displays a bar chart showing how well its editors’ stock picks have performed (Archive code #205-434208-0707).
Lastly, Connecticut magazine shows up in the same control that goes back to 1996! The only difference is the #10 outer uses a heavier paper stock and a presorted stamp. Inside, the letter, response card and offer are practically identical. Look for a thorough breakdown of this successful control in an upcoming “Anatomy of a Control” feature for Inside Direct Mail (Archive code #206-173790-0707).
One to Watch: Redbook
With its plain outer and response card, the 4-1/4˝ by 9-1/4˝ voucher package from Redbook offers a rock-bottom “research discount” rate at $5.99 for a year—announcing that it’s a “market development test … in an effort to attract readers who fit various demographic profiles.” The voucher looks like business as usual, that is, until you see the rest of the mailing (Archive code #203-173446-0707).
A full-page letter, beside a full-length picture of a thirty-something female, asks the question: “Who is the REDBOOK Reader?” In the two succeeding paragraphs, it describes every kind of woman that exists today, such as “moms, role models, breadwinners … survivors,” and ends with, “She wants to be the best possible woman she can be.”
The bulk of this page is devoted to one- to two-sentence testimonials in bold. At the bottom, its “preferred subscriber continuous service” is explained by three points. In essence, Redbook establishes the reader—who, after reading this mailing, almost every female prospect can be described as such—and then gives reasons why she should subscribe.