Premium Testing Spotlight – Pens

Premium Testing Spotlight – Pens

Over the past 25 years, we've mailed virtually every imaginable premium. From greeting cards and shopping bags to ultra sound images, sachets of lavender, peppermint tea, chocolate coins, real coins, and even free pints of Ben and Jerry's Ice Cream. Not all of these...

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Case Study — To List Swap or Not.

Case Study — To List Swap or Not.

This is a tale of two charities. Both charities are based in Australia, and they both work in the area of overseas aid. Last year, they both mailed a premium calendar-based acquisition direct mail package. The two designs are shown above. The charity on the left...

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Disloyal Donors Are Better Than Loyal Donors

Disloyal Donors Are Better Than Loyal Donors

Did you know that Ben and Jerry's Ice Cream's most profitable customers buy both Ben and Jerry's and other brands of ice cream? These "disloyal" customers spend about $400 a year on Ben and Jerry's alone. Whereas their "loyal" customers -- those that only buy Ben and...

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Testing Case Study: Greeting Cards vs. Calendar

Testing Case Study: Greeting Cards vs. Calendar

We once had a client insist on mailing each donor a single shoelace. They called it a "premium". It was an Alzheimer's charity and they had some copy about how the condition can make tying your shoelace a challenge. It bombed, big time. That's because not all premiums...

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