Download Increased Response Rates to Multi

CASE STUDY:
MailTrak from GrayHair Software
Wanted: Increased Response Rates to Multi-Channel Marketing Campaigns
GrayHair helps a direct marketing company improve its direct marketing campaign response rate.
THE CHALLENGE Following their own strategic plan, a direct marketing firm was using a
multi-channel marketing plan and wanted to optimize their response rates across direct mail
and email.
Timing is a key factor in making productive use of pre- and post-emails in connection with
direct mail marketing campaigns. This direct marketing company was sending out StandardClass direct mail with a follow-up email that was not timed with the delivery of the direct mail
piece. While some of these emails may land in prospects’ email boxes at just the right time,
this hit-or-miss method is costly and cannot be used to maximize response on the campaign.
THE SOLUTION Tracking mail pieces allows for more advantageous use of the post-email
campaigns.
GrayHair Software worked with the direct marketing firm on various test campaigns to
demonstrate the increased benefit of coordinating the deployment of the pre- and postemail campaigns in conjunction with the delivery of the direct mail pieces. Two statistically
valid groups were formed to receive the offer. Both groups received identical offers across
two distinct products, Product 1 and Product 2.
• Group A was contacted using the direct marketer’s strategy. Members of this group
received a pre-email containing advance notification of its respective direct mail offer.
Once the direct mail piece was delivered to the recipient, follow-up emails were sent at
the discretion of the email deployment provider without regard to whether the mailpiece
had delivered.
•Group B was contacted using the GrayHair strategy. Using this method, members of this
group received the same pre-email containing advance notification of the coming direct
mail offer. The GrayHair strategy differed in that the Group B direct mail pieces were
tracked through the GrayHair mail-tracking services to determine the day of delivery
for each mailpiece. When the direct mail piece was received by the receipiet, he/she
received the post-email offer the day after to reinforce the direct mail offer that was
fresh in their mind.
The Product 1 campaign results showed the combined response rate (pre-email, direct
mail piece and post-email) for Group A (Direct Marketers Strategy) was 2.79% while the
combined responses for Group B (GrayHair Strategy) was 2.92%.
THE RESULTS
AND BENEFIT
Increased multi-channel
campaign response was
based on coordinated, welltimed delivery of direct mail
and post emails.
The test results concluded
that the GrayHair Strategy
had an overall increase in
response as compared to
the Direct Marketer Strategy.
Our study suggests that
increased response occurred
through the multi-channel
promotions. Response was
further enhanced when the
email was delivered the day
after the mailpiece arrived
as the consumer was driven
to respond to the direct
mail offer but preferred to
respond online via the email
promotion. The offer was also
top of mind by coordinating
the two promotions on
consecutive days. The
study also suggested that
increased touch points with
the consumer increased the
likelihood of responding.
The Product 2 campaign results showed increased success using the GrayHair strategy. The
combined response rate (pre-email, direct mail piece and post-email) for Group A was 3.77%
while the combined responses for Group B was 3.98%. continued >>
Your Mail. Your Choice. Your SelectSolutions.
THE GRAYHAIR IMPLEMENTATION GrayHair’s implementation plan required minimal effort from the direct marketing company.
The increase in response rates using the GrayHair strategy was achieved simply by using Intelligent Mail® barcodes (IMb™)
in conjunction with mail tracking through the USPS®. The combination of these two services provides detailed scan data
needed to launch timely post-email campaigns tied to receipt of direct mail pieces. Using GrayHair’s mail-tracking, the direct
marketing company was able to provide daily delivery information to the email deployment provider to trigger follow-up
email campaigns.
THE BOTTOM LINE GrayHair tracking and strategy promote increased response rates and customer action.
Timing is everything! Precision timing among pre and post emails in conjunction with direct mail
deliveries resulted in increased customer responses, sales and satisfaction.
MULTI-CHANNEL MARKETING RESULTS
PRODUCT 1
PRODUCT 2
RESPONSE
RATE
Direct Marketer Pre-Email
Direct Marketer Direct Mail
Direct Marketer Post-Email
Direct Marketer Total Responses
0.10%
2.60%
0.08%
2.79%
GrayHair Pre-Email
GrayHair Direct Mail
GrayHair Post-Email
GrayHair Total Responses
0.10%
2.69%
0.13%
2.92%
RESPONSE
RATE
Direct Marketer Pre-Email
Direct Marketer Direct Mail
Direct Marketer Post-Email
Direct Marketer Total Responses
0.09%
3.58%
0.11%
3.77%
GrayHair Pre-Email
GrayHair Direct Mail
GrayHair Post-Email
GrayHair Total Responses
0.11%
3.62%
0.24%
3.98%
CONCLUSION: In both product results, the GrayHair post email responses were higher than the number of the Direct
Marketer’s post-email responses. The results also showed that the post email contributed to slightly greater results on
the direct mail response as it served to bring the person back to the direct mail offer, which resulted
in additional responders.
Call 866-507-9999 to build your solution today
or email us at [email protected]
Your Mail. Your Choice. Your SelectSolutions.
GrayHairSoftware.com