Outperforming
a 5-piece Package, Simple Self-mailer Doubles Sales
& Cuts Production Costs
THE CHALLENGE:
With the aggressive goal to double Personal Choice
sales, BlueCross & BlueShield United of Wisconsin
(BCBSUW) teamed up with Johnson Direct to produce a
new strategic direct response program.
THE SOLUTION:
 The
first solution took the form of a traditional package
including:
- two-color, two-sided 9 x 6 envelope
- glossy four-color three-panel brochure
- two-color, two-sided lift note
- business reply envelope
- two-color, two-sided letter with attached reply
form
Before unleashing the new, eye-catching mailer on the
BCBSUW audience, Johnson Direct kicked-off “part two”
of its program to create and test a worthy direct mail
opponent.
Because packages almost always outperform other types
of mailers, we were very happy with our first solution,
however, this is not a reason to call it a day. We challenged
ourselves to base our second solution on an entirely
different type of mailer while using the same ‘comfort’
concept.
 Going
for a dramatically different test opponent, Johnson
Direct designed a three-panel, four-color self-mailer
as an alternative solution. The design included straight-forward
copy appealing photography, and a simple call-to-action
in the form of a pre-addressed, perforated, postage-paid
business reply postcard. Compared to the package, this
mailer’s copy was condensed and more to the point. Images,
headlines, subheads and bullet points helped lead the
readers’ eyes from left to right – where the offer was
featured.
The self-mailer cost substantially less to produce
and distribute. It was printed on a matte finish paper
stock, rather than the traditional glossy. At under
$.40 per piece (lists, creative, print and mail), the
self-mailer concept was a very economical solution.
Both mailers contained the same offer: Use the postage-paid
“EZ Reply Form” or call toll-free to receive a FREE
fact kit.
THE RESULTS:
Within six months, a cost-effective self-mailer helped
Wisconsin’s number one health insurer, BlueCross &
BlueShield United of Wisconsin, generate a 1.7% response
rate for its Personal Choice
product, dramatically increasing sales leads. Not only
did the self-mailer campaign exceed its weekly lead
generating goal, but its cost per mailing was four times
less compared to its test opponent,
an attractive, glossy five-piece package.
A test matrix was set-up to map and track the performance
of both mailers.
- The multifaceted mailer was sent to 75,000 recipients.
The results:
- 858 leads
- a 1.14% response
- The self-mailer was sent to 50,000 recipients. The
results:
- 1,091 leads
- a 2.18% response
The self-mailer proved the most successful, so the
concept was fine-tuned and Johnson Direct implemented
the new campaign as the control.
Not only did the self-mailer campaign exceed BCBSUW's
weekly lead generating goal, but its cost per mailing
was more than four times less costly per lead ($75 to
$17 per lead). The results:
- 275,000 uninsured individuals received it (25,000
per drop)
- 4,694 leads
- a 1.70% response rate
- an average of 235 leads per week
Johnson Direct also dramatically increased the drop
frequency of the program, compared to only two drops
per year previously.
CLIENT TESTIMONIAL:
“Johnson Direct’s strategy to drop every week created
consistent response rates for our sales team. The reps
could respond to the leads in a timelier manner than
ever before, which really improved productivity.”
Cathy James, marketing manager,
BlueCross & BlueShield United of Wisconsin
THE TACTICS:
• Strategic Planning
• Test Matrix Development
• List Research, Acquisition & Database Management
• Direct Mail Strategy, Design & Production
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