A Premium Symbol
Covenant House finds that religious symbolism — with some glitz added — gets envelopes opened.
The two packages that performed best were identical to the prior control except for the premium. The winner garnered a 3.7 percent response in the test to the control’s 2.4 percent and included, instead of the silver cross and chain, a personalized key ring with the recipient’s first name and a picture of an angel.
- Companies:
- Covenant House
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