A Premium Symbol
Covenant House finds that religious symbolism — with some glitz added — gets envelopes opened.
“We came up with five possibilities and mailed them out in roughly equal quantities,” says Joan H. Smyth Dengler, vice president of direct response at Covenant House.
And the winner is ...
The mailings were tested in November 2004 against an updated control. Mailed in a 4.75-inch-by-6.5-inch outer with President Patricia A. Cruise’s name above the return address, the control included a 6-inch-by-9-inch double-sided letter, a 4.25-inch-by-6-inch reply slip, a 3.5-inch-by-7-inch bounce-back on yellow paper, a BRE and a 3.5-inch-by-5.5-inch glossy insert on card stock that opens to reveal a silver cross and chain premium.
- Companies:
- Covenant House
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