REBOOTED DIRECT MAIL CAMPAIGN GETS A 674% LIFT IN ROI

THE CLIENT CHALLENGE

When our client’s twice-yearly direct mail campaign produced flat results for three years running, they asked ResponsePoint to help.

THE GOALS

• Increase conversion rates for suite of products
• Update product messaging
• Refresh design
• Refine and expand upon list
• Minimize cost

PAIN POINTS

• Outdated list—inactive customers or incorrect contact information
• Weak creative—design got overlooked in the mail
• Overlooked segmentation—potential customers not included in targeting efforts

THE RESPONSEPOINT SOLUTION

Renovate the list—ResponsePoint cleaned up the client list and eliminated 30,000 inactive customers. This resulted in a savings of $31,000 in design, printing and mailing
Refresh the design—Unique packaging with eye-catching design was developed to stand out in the mail clutter. New design also included a self-contained direct mailer with order forms and return envelopes all in one place.
Identify new segments—Key acquisition targets were identified, adding three new segments and 35,000 potential new customers.
Create new messaging—Customized messaging was created, strategically aimed at each vertical segment.
Utilize data—With the help of variable data content, local contact information and the nearest fulfillment location were provided, creating a more personalized customer connection.

THE RESULTS

Sales conversions for active retention customers increased from 4.36% to 8.32%
Active retention ROI increased from 3,573% to 6,540%
Huge savings for client, including $31,000 in creative costs
New segments led to 42.2% of acquisition customer purchases
Redesigned materials boosted conversion rate from 0.67% to 4.48%
Campaign resulted in 2,272 orders, for an ROI OF 674.4%

BIGGEST TAKEAWAY

Strategically rebuilt lists and distinctive design turned a flat direct mail campaign into a big winner.