Back to the Awards! |
For best marketing, the Building Owners and Managers Institute, Arnold, Maryland, Jennifer Bundschu, accepting.
The association had a direct mail marketing campaign for its educational programs. We liked everything about the marketing effort, especially the letter copy. But we especially like the fact that they did a split list test and tested whether a $50 coupon, shown at the top of the screen, did better than a letter without a coupon, shown at the bottom of the screen. The results: The letter without the coupon pulled 30% better. We love it. Ignore common sense and find out the facts.
| Mailing List | Cost | Income |
%
Return
|
| List A Coupon | $2,000 | $6,000 |
5%
|
| List B No Coupon | $2,000 | $8,000 |
8%
|
