Direct Mail

The Folio Society Renewal Offer (7/M7/LET)

Brief: By this stage of the membership cycle many offers have been ignored. The letter needs to be offer-focused, while reminding members of the reasons for membership and persuading them to look again at a new catalogue with titles they have not yet seen.

Results: A healthy response rate of 7.1% (budgeted response rate was only 5%) which converted well with many members going on to be more books above and beyond the necessary commitment level.