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

By Abny Santicola

In addition to pulling better response, the two-color mailing is cheaper to mail, largely because of its economical use of space and the decision to swap out the pre-paid, No. 9 return envelope it had been using with an unstamped BRE.

Whereas in the past the zoo realized a loss with its membership appeals, Zahrly says using this mailing for its largest campaign of half a million pieces in March resulted in expenses of $262,000, with revenue at about $320,000.