Marketing Transformation Case Study

working together drawingIMAGINE increasing direct marketing response rates from 2.5% to 19%! A national building materials company did just that by transitioning their outdated ways of marketing to data-driven direct marketing campaigns. Here’s how they did it.

CLIENT CHALLENGE

Revenue for the Services Division of a national building materials manufacturer was far less than expectation due to low numbers of qualified prospects. 

THE STEP-BY-STEP APPROACH

  • Step One: Opportunity Discovery Workshop with the client's marketing team to identify:
    • Causals for low marketing campaign response rates and very low number of qualified prospects
    • Qualified target prospects profiles
    • Potential marketing tactics to increase response rates
  • Step Two: Leverage Opportunity Discovery Workshop findings and source key target prospects’ demographic data to enable segmentation based on:
    • Household income
    • Average number of years in house and size and age of house
    • Number and age of children in household, etc.
  • Step Three: Transform traditional direct mail pieces from one-size-fits-all to a highly personalized and relevant communication for each recipient; source mailing lists based on target market segmentation criteria
  • Step Four: Conduct pilot direct mail campaigns to test mix of content, personalization and unique offers
  • Step Five: Analyze campaign results, modify campaign content, and conduct volume mailings

RESULTS

Direct mail response rates increased from baseline 2.5% to 19% and cost per qualified lead dropped dramatically. Overall revenues increased >300% over previous campaigns.