Case Study: New Format Lifts Response
MetroCorp's award-winning Boston magazine and Philadelphia magazine, had been using the same subscription offer mailing for four years with declining response rates. Gleaning knowledge from successful business-to-business magazine offers, Vertis Communications recommended format options, including a faux label printed on the envelope that mimicked a more expensive pressure sensitive label. Copy changes were also suggested, such as a statement of benefits, as well as the addition of a buck slip. Four-color images of magazine covers were printed on the edge of the offer letter for more impact. Although the print and lettershop production costs are up 133 percent versus the old package, the cost for postage and list rental is exactly the same. Despite the increased production costs, the net cost per subscription has been reduced. In fact, the dramatic lift in response makes up for the extra production costs several times over!
