A Premium Symbol

Reinforcing the cross
The evolution of the jeweled cross mailing really began with the original, plain-cross control mailing — a successful mailing in its own right. Dengler attributes the control being beaten to the power of the first-name personalization on the key ring premium. Personalization, she adds, often provides a lift in response. But in terms of religious imagery, which Dengler says always performs well for the organization, it’s hard to outdo the cross. The jewel-inlaid cross looks elaborate and makes the premium appear more valuable.