Relauching a Magazine With the Triple Postcard
Direct mail has always been the key marketing channel for launching or relaunching a magazine. Formerly, that meant a splashy magalog. But times have changed, as publishers don’t want to invest that kind of cash — yet, they also hesitate to send out the common voucher for a new title.
So, what’s a cheaper alternative that also creates some sizzle? For the new magazine Sandra Lee, it was the triple postcard, with three panels each measuring 4″ x 6″. It was mailed in April sent to all past subscribers to the original magazine, announcing the relaunch of the title.
As you can see, the announcement is personalized and the offer is a free preview issue. In addition, a mini-testimonial is used alongside the popular involvement device of the sticker. In other words, plenty of solid marketing tactics built into the front panel.
The background of this magazine consists of the following: Sandra Lee Semi-Homemade ceased publishing in January 2012 before getting bought by Reader’s Digest and relaunched as a living well magazine, Sandra Lee, this year. The publisher Reader’s Digest went to Four Corners Media, a new circulation outsourcing firm based in New York, for the direct mail campaign. Ken Schneider was the copywriter and art director, while Dwight Ingram was the designer for the piece.
Here’s the backside of the triple postcard:
“We learned from Sandra Lee that cupcake recipes are very popular with her audience,” says Schneider, who again deploys a mini-testimonial and repeats the offer, all with the goal of getting the prospect to open the mailer.
Inside, besides the cupcake recipe, is the tear-away reply card that is cleverly renamed “Free Preview Reservation Card.” A “no-risk guarantee” is mentioned, and the landing spot for the sticker sits to the right. The BRC is on the opposite side.
Clearly, the effort is paying off, as Schneider reports that the campaign is garnering a 8 percent gross response so far.
Ethan Boldt is the chief content officer of Direct Marketing IQ, the home of direct marketing research and Who’s Mailing What!, the most complete library of direct mail and email in the world. To watch a quick video about Who’s Mailing What!, go to www.whosmailingwhat.com/video. He can be reached at eboldt@napco.com.
