| Innovative Direct Mailer for Spontaneous Assembly Attachment to the Resume of Kevin Crenshaw |
| This innovative self-mailer (1991-2) generated strong sales of Spontaneous Assembly on a limited budget, without relying on a follow-up sales staff. Starting with a rough idea from one of the programmers, I designed the piece, supervised the layout, wrote the copy, and oversaw the production. Successive folds were partially obscured to entice the reader to open the full piece. "Special Offer" gold foil stickers on the front allowed the expiration date to change with each mailing. Printing cost: 15 cents each. Effectiveness: 1.5% to 4% sales rate, depending on the
mailing list and time of year. Expiration dates four to six
weeks
after the arrival date produced the highest sales rate. As intended, the mailer produced the
same effective response rate when bulk rate postage was used, so mailing costs were
minimized. |
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