Unifying Digital and Direct Mail Marketing
The Situation
Our client, a fiber-optic internet company, wanted to acquire more leads while maximizing the bang for their marketing buck. The challenge was to find the best way to do that. Their previous direct mail and digital efforts were siloed, preventing them from creating and maintaining a cohesive, satisfying user experience. The client turned to our team for insight.
The Solution
Leveraging our deep industry knowledge and analytical expertise, we ran tests to measure the impact of a combined 1:1 digital media and direct mail/email campaign without extensive siloing. We would then use the knowledge gleaned from the tests for creative execution, crafting media that would resonate with the client’s target customers.
The Result
Our tests found a strong correlation between conversion rate and the combination of direct mail marketing and 1:1 digital media. Results like a 36% increase in order rate, plus an estimated 80% lower cost-per-acquisition, led us to strongly recommend moving forward with this approach to the client. The project shows just how valuable market research and regular testing can be for long-term brand success.
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