Paula Cavanaugh, director of marketing at Horizon Publishing Co., the parent of DRIP Investor, reports that the triple postcard was first mailed last August, and has been dropped three more times since. The Archive has recorded this effort since at least 1994. A small agency was hired to develop something more cost-effective, and the triple postcard is the result. With a doubled net response, this strategy appears to be working well. The triple postcard offers only the six-month trial option, with a special report premium with order, followed by another special report for payment.
Prospects can respond by mail with the attached BRC or by phone to the toll-free number.
When prospects call in their response, sales representatives attempt to upgrade the sale to a full-year's subscription, Cavanaugh says. The fulfillment package for mailed replies, which includes a sample issue, also attempts to get a conversion to a one-year subscription. DRIP Investor recently conducted a small test on a drop of 97,000 triple postcards. Thirteen thousand of the postcards featured a Web-response option with a bonus report for signing up online. In fact, the upsell rate for the Web option was better than that of the phone sales representatives,Cavanaugh says.