Ballantine’s New Case Study Compares Response to Envelope Color

WAYNE, NJ—Sept. 25, 2012—The Ballantine Corp., a full-service direct mail company, has published a new case study examining the response rates of a direct mail campaign based on two outer envelope color options.

Lapham’s Quarterly, a publication focused on history and ideas, currently employs a mailer for subscription offers that includes a reply card, accordion brochure, lift note and BRE contained in a black #10 envelope package. The mailer with the black outer envelope did have a good record of performance. However, the magazine was curious to see if changing the color of the outer envelope to white, but keeping the rest of the mailer the same, would have any effect on response.