South Norwalk

The standard rule in direct mail testing is to roll out your control to the majority of your list and send a smaller panel of test packages to compare results. That's the safe bet, putting most of your eggs in your previously top-performing direct mail basket.

The standard rule in direct mail testing is to roll out your control to the majority of your list and send a smaller panel of test packages to compare results. That's the safe bet, putting most of your eggs in your previously top-performing direct mail basket.

A direct mail package offering a publication or information-based product is most persuasive when it's infused with the publication's look, feel and content. Magalog formats combine editorial snippets with marketing tactics and mimic a magazine's or newsletter's layout to convert potential subscribers.

The staff of Inside Direct Mail recently got a sneak preview of two tests from E – The Environmental Magazine, a magalog and a 6˝ x 9˝ package. While both impressed some of us admittedly “green” editors, the magalog succeeded on many different levels as well, including format, copy, premium and offer (Archive code #202-431593-0704). Apparently, it also worked for prospects. “The magalog was the clear winner,” confirms Greg Wolfe, president of the magazine’s South Norwalk, Conn.–based circulation management provider Circulation Specialists Inc., and who now expects to roll out the E – The Environmental Magazine magalog in September. Using lists from other

The staff of Inside Direct Mail recently got a sneak preview of two tests from E – The Environmental Magazine, a magalog and a 6˝ x 9˝ package. While both impressed some of us admittedly “green” editors, the magalog succeeded on many different levels as well, including format, copy, premium and offer (Archive code #202-431593-0704). Apparently, it also worked for prospects. “The magalog was the clear winner,” confirms Greg Wolfe, president of the magazine’s South Norwalk, Conn.–based circulation management provider Circulation Specialists Inc., and who now expects to roll out the E – The Environmental Magazine magalog in September. Using lists from other

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