If there’s one element of direct mail advertising that is the most challenging for a direct mail copywriter it is increasing the open rate of the piece. I am happy to say that this envelope headline helped to surpass all previous attempts and increased the response rate by a stunning 11% -- a number that any direct mail agency would be proud to achieve.
SpringLite Bottled Water
PROJECT:
If there’s one element of direct mail advertising that is the most challenging for a direct mail copywriter it is increasing the open rate of the piece. I am happy to say that this envelope headline helped to surpass all previous attempts and increased the response rate by a stunning 11% -- a number that any direct mail agency would be proud to achieve.
Target & Objective:
Household and business decision-makers within targeted delivery areas. Convert prospects who are content with tap water, or who may be buying bottled water by the case or gallon jug at retail stores.Assignment/Creative Solution:
Establish the “Purity Story” behind SpringLite Spring Water, and the convenience of delivery in standard 5-gallon or new 3-gallon jugs A provocative headline was used to peak interest, and allude to the health benefits and consistency of SpringLite bottled spring water. Response rates as high as 10% were achieved.