Deliver Magazine

Curcuru’s series of three variable data postcards not only generated leads from 4 percent of the companies on Pilz’s mailing list, they also landed the company one of its top-10 customers. Prospects received one of three offers — a free screwdriver or pen, a special report, or a product sample — when they called their sales representative, whose contact information was added with variable printing.

Picha generated $8,000 in sales and 40 leads simply by targeting a mailer to 3,500 Audi, Volkswagen and Porsche owners within a 20-mile radius of his foreign auto repair shop. The postcard, which promoted the shop’s services as costing less than dealer repairs, yielded a 400-percent ROI — making it Picha’s most successful marketing campaign to date.

Glussich turned to direct mail when newspaper ads weren’t generating participants for her health club’s 36-week weight loss program. Postcards sent to nearly 6,000 women within specific age and income ranges in three ZIP Code™ locations yielded 25 study participants. The women spent a total of $12,500, generating an ROI of more than 500 percent.

Corson underscored the message of a small business seminar on the benefits of combining online and direct mail efforts by inviting recipients via e-mail, postcard or both. True to topic, he received the highest response (more than 10 percent) from those who received both the e-mail and direct mail piece. The effort also generated 170 leads.