With all the new ways there are to communicate with a prospect, direct mail is still a preferred marketing channel. And for good reason. When done correctly, direct mail lets you finely target your list so that your offers, your value, your message can reach your intended audience.
Lets take a look at a project that was able to achieve those goals.
A New Location And An Old List
A grocery store chain had a prospect mailing list of 7,000 contact names. This list was compiled from a variety of sources including in-store promotions, purchased mailing lists, and existing customer lists.
When the store wanted to promote a new location, they created a direct marketing campaign that included a coupon for free groceries as an incentive to get customers to come to the new location.
Their original thinking was to target their whole mailing list. By targeting more names, more people would respond.
Or so they thought.
The first mailing actually had a poor response. Very few coupons were redeemed, and sales at the new location were not what they expected.
For help, the company turned to locr.
Improving Response Rates With Location
Working with locr, the grocery store chain was able to dramatically improve their direct mail campaign – and their response rates.
When asked about location and travel times, the grocery store chain discovered that people would not likely go further than five miles to visit this new location.
So they used locr GEOservices to assign addresses that were within a given distance of five miles from new store location. Segmenting their list in this way helped to disqualify almost 35 % of their mailing list. Reducing the mailing list by almost 2,500 names meant the company was better able to target their message, could reduce printing quantities, and would save over $2,000 in postage costs.
Adding Personalized Element
Once the mailing list was refined, the grocery store also worked with locr to create personalized maps to include with the campaign.
locr generated personalized maps that provided the exact route the customer would take to get from their home to the new location of the grocery store. These personalized maps were then added to the direct mail postcards and sent to the revised mailing list.
Successful Results
By refining the mailing list in this way, and adding the personalized element to the campaign, the grocery store was able to achieve a much improved response rate. Nearly 10% of the coupons were redeemed at the store, and sales traffic has improved dramatically.
