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 work the same. Some premiums work much better than others, and it can be difficult to know which premiums work the best without testing them against each other.
Here is an excellent example, from the 2014 Christmas season. (See image above). An overseas aid charity tested two premium-based cold mail acquisition designs.
One design included a full-size four-colour wall Calendar, which was tested against a portfolio containing 3 Greeting Cards, 2 sheets of gift wrap, and gift tags. Here are the results:
The Greeting card package was 11% more expensive, but generated a 30% higher response rate. That reduced the cost to acquire each donor by $12, a 40% reduction. It also generated 350 more new donors.
Now, if you had hired us to do your 2015 Christmas direct mail campaign, we would have shared this intelligence (and more) with you before your holiday appeal lodged this year.
But there is still plenty of time before your 2016 Tax campaign. No other agency produces premium direct mail that works as well as ours does. Other agencies have tried to best our designs, and failed many times. So get in touch with us sooner rather than later.