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Case study · To the Mailbox

An OTC sample program engineered around the postage rate

A carton designed for the best available USPS rate, mailed weekly to hold a two-week in-home window — then an order-capture page that ended duplicate requests.

Client
Sanofi
Program
Xyzal sample fulfillment

Problem and approach

Thousands of allergy sufferers, and a two-week promise.

Sanofi launched Xyzal, a new allergy medication, and was faced with how to cost-effectively get thousands of allergy sufferers to trial and on the path to purchase.

The approach

Enter MGA. Collaborating with Sanofi and its agency, we were charged with three things: developing a package, finding the most cost-effective way to deliver a sample pack in home, and delivering within two weeks of receiving a request.

The solution

Engineer the carton to the rate, then fix the front door.

  1. Year one: a carton built for the best USPS rate

    First, we designed, developed and produced a carton to mail the sample pack that would receive the best USPS rate possible. How postage is engineered into the piece.

  2. Year one: mail once a week

    Mailing once per week reduced fulfillment costs while staying within the desired two-week delivery window.

  3. Year two: an order-capture landing page

    After a very successful first year in which all samples were distributed, MGA enhanced the continuing program by adding a landing page to collect incoming orders. Microsite hosting and order capture.

The outcome

Every sample out, then no duplicates.

  • Year one: all samples were distributed.
  • Year two: customers ordering duplicate samples were eliminated.
  • Year two: all the information gathered was made accessible to Sanofi in real time.

Designing the carton for the best USPS rate is one of the cost levers we look for in every quote.

Related

More proof

Two more programs.

  • Sampling a whole metro area ahead of a retail launch

    Energy bag samples and educational material, mailed across the entire Atlanta, Georgia area to support a retail launch — inside the requested window.

    Client
    Reynolds
    Exit
    To the Mailbox
    Market
    Atlanta, Georgia metro
    Processes
    Mailer development, co-packing, targeting, distribution

  • Taking a diaper brand to number one on shelf in Canada

    One of the best known diaper brands was not number one on shelf in Canada. Three program variations over three years later, it is.

    Client
    A leading diaper brand
    Exit
    To the Mailbox
    Market
    Canada, fulfilled from Gurnee
    Duration
    Three variations over three years
    Processes
    Printed cartons, kitting, fulfillment, cross-border distribution

Running a request-driven sample program?

Tell us the pack, the in-home promise and the expected request volume. We will design to the rate and set the mailing cadence.

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