The Ultimate Clip File
Welcome to the PWA ultimate clip file – a growing list of control-busting direct mail letters – organized by genre – yours to study, dissect, borrow from and, of course, be inspired by.
Winning Letters for You to Study
Some of the promotions below originated with Copywriting Genius: The Master Collection, and come complete with detailed analysis. When you click on the pdf, you’ll see red and blue numbered boxes. The blue boxes correspond with copy analysis. The red boxes correspond with graphic design analysis.
B2B
Financial
Fundraising
Health
Pet & Lifestyle
Subscriptions
B2B
B2B Promotions
MIT Sloan Management Review |
|
|---|---|
| Publisher/Mailer: | MIT |
| Copywriter: | Steve Thaler |
| Format: | Direct Mail #10 Letter Format |
| Response Rate/Pieces Mailed: | Beat prior control by 134% |
| Response Rate/ROI: | Increased P/L per order by 23% |
The 15 Minute Guide to Winning Presentations |
|
|---|---|
| Publisher/Mailer: | Proxima |
| Copywriter: | Susan Fantle |
| Format: | Booklet (Brochure styled) |
| Response Rate/Pieces Mailed: | Mailed to business-to-business clients |
| Results: | Was one of the client’s most successful pieces |
Retail Success Kit (Software) |
|
|---|---|
| Publisher/Mailer: | Intuit |
| Copywriter: | Ivan Levison |
| Format: | Direct Mail Sales Letter |
| Response Rate/Pieces Mailed: | Intuit wouldn’t disclose figures but said the promotion was “highly successful” |
Financial
Financial Promotions
Financial Newsletter Subscription |
|
|---|---|
| Publisher/Mailer: | China Growth Stock Report |
| Copywriter: | Leon Altman |
| Format: | Direct Mail Magalog |
| Response Rate/ROI: | 89% better then previous control and 444% better than original control |
TakeOver Trader |
|
|---|---|
| Publisher/Mailer: | Oxford CLub |
| Copywriter: | Jay Livingston |
| Format: | E-mail Blast |
| Response Rate/ROI: | Copy grossed well over $5 million so far, and is about to enter phase 2 of the campaign. |
Motley Fool Champion Funds |
|
|---|---|
| Publisher/Mailer: | The Motley Fool |
| Copywriter: | Tony Cornish |
| Format: | E-mail Sales Letter |
| Response Rate: | Double the response rate over prior control |
| Pieces Mailed: | Has been mailing since March 2006 |
Fundraising
Fundraising Promotions
Fundraiser for Research Fund |
|
|---|---|
| Publisher/Mailer: | Cancer Research Society |
| Copywriter: | Bob Knight |
| Format: | Direct Mail Letter |
| Pieces Mailed: | 600,000 |
| Response Rate/ROI: | English version produced 19% increase in revenue per name … French version produced 69% increase in revenue per name but this copy has been the control for two years |
Donation Package |
|
|---|---|
| Publisher/Mailer: | Rails to Trails Conservancy |
| Copywriter: | Lisa Selner |
| Format: | Direct Mail Letter |
| Pieces Mailed: | Was the control for two years |
| Response Rate/ROI: | Beat the prior control … 22% higher response rate |
Make-A-Wish |
|
|---|---|
| Publisher/Mailer: | Make-A-Wish Foundation |
| Copywriter: | Susie Fought |
| Format: | Direct Mail Letter |
| Pieces Mailed: | 2,967 |
| Response Rate: | An amazing 9.6% |
Health
Health Promotions
Liver and Kidney Cleanse Supplement |
|
|---|---|
| Publisher/Mailer: | Liver & Kidney Cleanse |
| Copywriter: | Carline Anglade-Cole |
| Format: | 20-page direct mail magalog |
| Pieces Mailed: | Mailed in millions…is still mailed every 60 days |
| Results: | Successful promotion tested in various ways but listing drugs on cover lifted response by 25% |
Men’s Health Magazine |
|
|---|---|
| Publisher/Mailer: | Prentice Hall |
| Copywriter: | Rob Reger |
| Designer: | Bill Moore |
| Response Rate/Pieces Mailed: | Tested against prior control and WON. Mailing in heavy volume. |
Supplement for Joint Pain Relief |
|
|---|---|
| Publisher/Mailer: | Mountain Home Nutritionals/Healthy Directions |
| Copywriter: | Kent Komae |
| Designer: | Ed Elliott |
| Format: | Direct mail book-a-log (digest – previously published as a Tabloid) |
| Response/Breakeven: | Proprietary information but has been a control for FIVE years |
Pet & Lifestyle
Pet Promotions
Prevention for Pets |
|
|---|---|
| Publisher/Mailer: | Rodale |
| Copywriter: | Jonathan Peace |
| Format: | Direct Mail Magalog |
| Response Rate: | 8-10% – Defeated the competing package by over 25% |
Parrot Training Video Course |
|
|---|---|
| Publisher/Mailer: | Bird Tricks.com |
| Copywriter: | Peter Stone |
| Format: | Website promotion |
| Response/Breakeven: | Increased conversions (non-buyers to buyers) by 50% |
Lifestyle Promotions
Frugal Gardener |
|
|---|---|
| Publisher/Mailer: | Rodale Press |
| Copywriter: | Dean Rieck |
| Format: | Direct mail envelope with components |
| Response Rate: | Rodale wouldn’t allow Dean to share this information. But as you might guess, Rodale mails millions of pieces for their products. We can assume this package has mailed in large quantities. |
Subscriptions
Subscription Promotions
Magazine Subscription |
|
|---|---|
| Publisher/Mailer: | The Daily Word |
| Copywriter: | Pat Friesen |
| Format: | Letter with components |
| Pieces Mailed: | Information no longer available but remained control for several years |
| Response Rate/ROI: | Beat the prior control by large margin |
Subscription to WSJ |
|
|---|---|
| Publisher/Mailer: | The Wall Street Journal |
| Copywriter: | Mal Decker |
| Format: | Direct Mail, 4 page letter |
| Response/Status: | Beat 29-year old control by 24% |
| Pieces Mailed: | Mailed for 2 years as control |
Magazine Subscription |
|
|---|---|
| Publisher/Mailer: | Strategy + Business Magazine |
| Copywriter: | Shira Linden |
| Format: | 6×9 Sales Letter |
| Response/Breakeven: | Response increase in pay up over the control |