Successful Direct Mail Campaigns
Listed below are case studies of how various types of organisations have effectively used dircet mail to help boost their sales and customer base.
The Army - Officers
The British Army wanted to generate 15,000 phone call responses for its officer recruitment programme and also generate interest for their Milk Round presentations at UK universities.
To change perceptions among the target audience, the integrated campaign used a more informal tone and emphasised the wide variety of different career paths open to potential recruits, instead of more traditional military language and imagery.
This campaign produced the highest attendances ever for the Armys Milk Round presentations and telephone responses reached 27%, some 21% above their target.
Click here to download the case study in PDF.
Telewest Enterprise Connect
After a highly successful acquisition strategy for its Combo digital multi-channel TV and telephone package, Telewest aimed to repeat this success for its higher priced Supreme service.
Under the message "Five in One", highlighting the number of different elements customers could receive through the service, Telewest used an integrated direct mail, press and radio campaign to show the superior value for money of its package over competitor services. They also offered a free monthly trial available for limited time only to prompt immediate response.
The campaign achieved a 2.2% response rate up 0.5% on Telewests historical benchmark resulting in 900 new customers.
Click here to download the case study in PDF.
Telewest - Supreme
After a highly successful acquisition strategy for its Combo digital multi-channel TV and telephone package, Telewest aimed to repeat this success for its higher priced Supreme service.
Under the message "Five in One" highlighting the number of different elements customers could receive through the service, Telewest used an integrated direct mail, press and radio campaign to show the superior value for money of its package over competitor services. They also offered a free monthly trial available for limited time only to prompt immediate response.
The campaign achieved a 2.2% response rate up 0.5% on Telewests historical benchmark resulting in 900 new customers.
Click here to download the case study in PDF.
Toyota - Previa
Toyota used an innovative multi-media promotion as part of the relaunch campaign for their Previa MPV model.
By placing fully interactive digital consoles at Eurotunnel terminals in both the UK and France, families departing for their holidays were given the chance to win a new Previa in a prize draw and take a fun photo of themselves against an adventure background of their choice.
This promotion enabled Toyota to create some 12,000 family prospects, with 200 of those going on to take a test drive.
Click here to download the case study in PDF.
Arcadia
Extensive investment in a marketing database meant Arcadia could segment and understand its cardholders. This enabled them to plan an effective direct mail campaign to promote the Dorothy Perkins brand. The results were very encouraging: customers in the target segment responded positively to the highly tailored message.
Click here to download the case study in PDF
Figleaves
Online underwear suppliers Figleaves have found that the visual and tactile qualities of their products come across better in print than on the screen. This has led to direct mail driving people to the site and playing a central role in driving sales revenues.
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Homeowners Friendly Society
A modern Friendly Society, Homeowners used direct mail to increase the volume of sales of its Over 50s plan. Data profiling helped identify the characteristics of a potential customer and test campaigns have helped refine the marketing communications.
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NetBenefit
When Netbenefit wanted to drive sales of its web hosting service, it naturally saw direct mail as a cost effective way of getting to web site developers. A mailing was developed in the format of a design blueprint to appeal to the audience. It was a great success, achieving an initial response rate of 24% and a fourfold increase in sales.
Click here to download the case study in PDF
Virgin Money
In a fiercely competitive industry Virgin Money successfully used direct mail to raise brand awareness and generate sales. Mailshots gathered customer information and then demonstrated the range of services on offer. Now 30% of Virgin Moneys sales are attributable to direct mail activity.
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Welcome Holidays
In a crowded marketplace, Welcome uses direct mail to raise its brand awareness and to drive sales. New brochures are sent to previous customers and to all those asking for information. Efficient monitoring and tracking have allowed Welcome to achieve a return on investment of 5:1.
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Whitechurch Securities
The respected Independent Financial Advisors embarked on an ambitious customer acquisition campaign based on direct mail. 800,000 prospects were mailed with offers of free advice; respondees were then sent more tailored communications. Good targeting led to an increase in response of 22%.
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Yorkshire Electricity
Direct mail was used by Yorkshire Electricity as part of an integrated customer acquisition campaign. Analysis of customer responses from previous activity, and thorough testing of the design, led to a successful campaign that cut the cost of customer acquisition by a huge 50%.
Click here to download the case study in PDF
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