“What’s been one of your greatest direct mail successes?”
My daughter-in-law bought a beauty salon. After buying it, she didn’t have much money left for advertising, but she did have enough for an effective, laserfocused direct mail program. The family helped her focus on new movers, since they are very likely candidates to need a new hair stylist. She also targeted new engagements, since weddings and spa parties provide good opportunities for a salon. Her meticulously targeted, ongoing direct mail efforts created a never-ending flow of new customers — and for just a minimal investment. That’s a recipe for success for any small business.
To reach a $1 million direct mail revenue goal for hospice programs, we worked with DirectMail.com to segment our donor database based on giving profiles and to craft personalized messaging. This approach increased our revenue, number of donors and average gift amount, even while saving more than 25 percent on our direct mail costs. A later appeal effort yielded an additional $140,000, with the average gift rising from $27 to $62, thanks to DirectMail.com’s precise targeting, graphics design, envelope teasers and inserts. In a challenging 2010, results exceeded 2008 and 2009 by 27 percent and 29 percent, respectively.
Georgia Tech asked us to develop a direct mail program for recruiting high school football players by effectively communicating the university’s unique sports history as well as its top-ranked academic programs. We created and produced weekly, personalized mailings full of information and colorful photography about the coaches and players, the team and the school to a targeted list of 1,000 high school players and their coaches. Along with winning a national direct marketing award, we take great pride in helping the Yellow Jackets build a winning team!
Case Studies, Large Business, Medium Business, Prospecting, Small Business