Anatomy of a Control: Don't Mess With the Message

While the ornament package lacked the bulk of the note-card control, Creative Direct Response drew attention to the test mailings’ flatter premiums by adding a round poly window on the back of the outer that displays the ornament.

“I felt the best way to get the donor into the envelope was to use the strategy of showing the ornament through the window,” Youngbar says. “It makes the donor want to open it, get it and see it, and while they’re at it, they’ll see the bounce-back card; they’ll see the bookmark and want to donate.”