A Premium Symbol

The key ring package mailed as the control for about a year until it was unseated in fall 2005 by a new test, a mailing sent in a 4.5-inch-by-8.5-inch outer with a 6.5-inch-by-9.75-inch double-sided letter, a BRE and 3.5-inch-by-7.25-inch reply with a taped-on premium — this time a chain with a silver cross inlaid with red and clear jewels. Now the new control, the “red jeweled cross” mailing, as Dengler calls it, nets an average response rate greater than 5 percent.