June 21st, 2007 by Bob Bly
The Economist recently sent me a promotion that flies in the face of conventional wisdom for what works in direct mail selling magazine subscriptions:
1. It’s a self-mailer.
2. The whole thing is white type on red paper stock.
3. Even though it’s an oversize mailer, it’s mainly blank space with just a headline and one short paragraph of copy.
4. It’s a pun. The headline says “Passionately Red” — and remember, the whole mailer is bright red.
Yet, I suspect it may be working, since I THINK I got this — or something close to it — once before from The Economist.
Anyone out there get the Economist’s “red” mailing and have any thoughts on whether and why it works?
Anyone out there associated with the Economist who can tell us the results on this piece?
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