— TITLE
Control 2.0
— ROLE
Freelance Senior Art Director
— MEDIUM
Direct Mail
• #10 OE w/ larger window
• Long Letter
• Buckslip
• Tip-on Card
“Beat the Control”, was the mantra for this freelance project. Highlighted below are the strategy and best practices that made the client’s original commitment of picking only one concept, into testing two.
– BRIEF: Target the Subprime audience with a credit card offer to help build their credit history.
• Control OE — A blind envelope performs because it is perceived as a bill. For the Subprime consumer however, a “possible bill” generally creates friction rather than engagement.
What I did: Added eyebrow copy of “You’re pre-selected…with a credit limit up to <$X,XXX>.” Plus, teased $0 offer in envelope window.
• Control Tip-on Card — Personalized credit card image does nothing to persuade someone to act!
What I did: Added three offer benefits and QR code.
• Control Buckslip — Simply repeated the same benefits from letter when it could have said more.
What I did: Presented three testimonials. Consumer data reveals that 90% of buyers trust peer reviews more than brand copy.
A larger windows enhances target messaging and builds on curiosity.
— TITLE
Fake Check
— ROLE
Freelance Senior Art Director
— MEDIUM
Direct Mail
• #10 OE
• Long Letter
• Brochure
The check package is consistently a high performing format. Seeing a personalized looking check slows down the reader and creates a emotional desire to open and “cash” it. Paired with an official looking envelope, it builds an even higher response.
DM Best Practice, utilizing kraft envelopes achieve exceptional open rates, ranging from 78% to over 90%.
