This simple, less expensive piece performed better. We find that in direct mail, sometimes the simplest creative is the best.
This piece was an all-around winner. It was initially developed as a renewal piece and since it continuously performed well it was easily adapted to be an acquisition piece. The only change was made in the headline — Executive Renewal Voucher was changed to Executive Discount Voucher. And for 10-plus years this has held the winning control spot.
Yes, yes, yes, for those with a keen eye, you see that the piece we have next to it was targeted to a women-in-business audience. But the above voucher is used and has continuously been used in all demographics. The women-in-business piece was expensive to print and mail, and the response was not nearly as good.