Testing local direct mail to drive telecom customer engagement.
Telecom Campaign
Industry
Telecom
Goals
- Test localization
- Raise engagement
- Drive conversions
Challenge
Our telecom client’s direct mail program was impactful and value focused, but not as calibrated to target households as it could be. We saw a clear opportunity to help our client connect to customers through the mailbox — before they connected those customers to better internet.
- Localization not utilized for any prior direct mail pieces
- Opportunity to boost direct mail engagement with localized messaging
- Minimal cost increase by using existing creative assets
Solution
We developed a test that would showcase the value localization could bring to a direct mail marketing campaign for our telecom client. Our tools? Their terrific creative pieces and audience data. Our laboratory? Direct mail recipients in a handful of target cities.
- Developed an A/B test with one direct mail deployment
- Incorporated localized messaging for certain pieces to compare against non-localized pieces
- Minimal additional cost for unique testing opportunity
Results
The A/B localization test had an immediate tangible impact on the telecom business’s direct mail response rates. Encouraged by the clear improvements, our client decided to leverage localized pieces again to further improve their connections to target households.
1.68%
localized response rate
+6.5%
higher response rate compared to no localization
Future opportunity to expand direct mail localization to recipient names + other identifiers
Related performance snapshots
What's next?
Smarter direct mail targeting. Sharper creative. 758% ROI.
Window World: Local Alabama + Mississippi Franchises
