The Case of the Penny Package
See a penny, pick it up … So goes the familiar saying. It’s also part of a successful direct mail package strategy for the folks at Mystery Guild Book Club, part of New York-based direct marketer Bookspan’s family of book clubs.
In December 2004, the Mystery Guild first tested its new penny package, a 6″ x 9″ outer envelope featuring two windowsone for the address and one revealing a penny affixed to the reply card inside.
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