Scotts of Stow mailed their catalogues either unwrapped or poly wrapped. They hypothesised that sending the catalogues in an envelope would increase perceived value and open rates.
Choosing warm prospects and lapsed customers as their target audience, they ran a 3 way test of their current clear poly wrap format, a (the control) against two types of plain white unbranded envelopes: one with a window, one non-window.
Going against all expectations the poly wrapped catalogue comprehensively beat both enveloped versions (outperforming the window envelope by 191% and the non-window envelope by 251%) suggesting seeing the catalogue has a role in engagement and response.
Source: Scotts of StowDownload case study PDF
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