Smarter direct mail targeting. Sharper creative. 758% ROI.
Window World: Local Alabama + Mississippi Franchises
Industry
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Goals
- Revive a static direct mail program
- Sharpen audience targeting precision
- Drive measurable ROI from direct mail
Challenge
The direct mail program for a group of Window World franchises had room to grow. The strategy had stayed a little too consistent over time — always using the same targeting approach with limited creative collaboration — and results had leveled off. There was a real opportunity to bring sharper thinking and do more with the direct mail channel.
- Direct mail program lacked targeting nuance and strategic direction
- Creative hadn’t been pushed or evolved in some time
- No micromodeling or audience refinement in place
Solution
Infinity took full ownership of a new direct mail campaign — strategy, creative, and execution. Using micromodel targeting, we split a 70k-recipient audience into two precision groups of 35k; each received three drops over six months. Informed Delivery® added a digital layer to every piece in the mail, reinforcing key messages before recipients even opened their mailboxes.
- Built micromodeled audience segments for deeper targeting precision
- Developed all creative in-house, from concept through production
- Layered in Informed Delivery® for a coordinated digital-plus-physical touchpoint
Results
The matchback data told a clear story: Mailed households significantly outperformed their non-mailed counterparts across all four markets, generating between $8,628 and $12,835 in average revenue per household compared to $5,179–$6,276 for non-mailed households. All told, the campaign helped to deliver ~$1.3M in revenue on a ~$170k investment.
758%
direct mail ROI
~$1.3M
in total revenue
210k
pieces delivered across six months
Related performance snapshots
