Anatomy of a Control: Nutrition Health Newsletter
Where response has been generally around 1.5 percent for quite some time now, in January (when the new teaser was first rolled out) and February, right in the midst of the recession, Nutrition Action has seen an uptick in acquisitions closer to 2 percent.
The RSVP teaser was first tested in July 2008 and again in October, and at a time when Nutrition Action has been visibly affected by a recession for the first time ever, acquisitions actually have increased with the new teaser. That's an oddity in this day and age, especially with the newsletter's renewals, which Bass claims historically have been predictable within plus or minus 1 percent, being off about 13 percent-typical for many health newsletters in this downturn, according to Bass. "We've theorized that in times of financial turmoil or when things may seem out of control in one area of your life, you may look to control things in another area of your life like your personal health. That's just a theory for the uptick in acquisitions though. The more likely explanation is that it's the teaser," admits Bass.
- Package name: RSVP
- Year first mailed: 1992
- Number of years as a control: 17
- Average drop: 600,000 per month; 1.5 million-2 million per quarter
- Copywriter: Dennis Bass, deputy executive director, Center for Science in the Public Interest; Bill Dugan, former marketing director, Center for Science in the Public Interest
- Designer: In-house at Center for Science in the Public Interest and Nutrition Action Healthletter
- Premiums used: Newsletter excerpt report, Healthy Foods: Your Guide to the Best Basic Foods