A medical supplies direct marketer is trying a radical change in its creative to increase response rates and sales.
Moore Medical was hoping for a more than 10% conversion rate last month to an $80,000 direct mail campaign for flu vaccines. The effort, begun in late September, experimented with using bright yellow day-glo envelopes to get prospects’ attention, said Ron Flormann, vice president of business development.
The $135 million-a-year company is in the mail every month, sending more than 4 million pieces annually to promote one product or other. Previously, Moore had relied on the typical plain white envelopes for all its direct mail campaigns. If this test is successful, the flashy outers may be rolled out for other mailings.
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