The L.A. Zoo tames its control and finds success with a simpler approach.

By Abny Santicola

The results were surprising, says Zahrly, who thought for sure that a 6-inch-by-9-inch, four-color test mailing with a photo of a tiger on the outer did a great job capturing the L.A. Zoo’s beauty.

But it was a very basic, value-oriented, two-color, No. 10 mailing with the teaser, “Join The L.A. Zoo Now and SAVE! With this special Limited-time offer,” and a simple illustration of a giraffe that beat the prior control and two other tests. This winning effort rolled out in 2003.