Marketing Transformation Case Study
IMAGINE 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 A national building materials company did just that by transitioning their outdated ways of marketing to data-driven direct marketing campaigns.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.