Commerce payment
systems traditionally sought new accounts through paid search advertising, until
they decided to add direct mail to the marketing mix. Using a tri-fold mailer,
the company targeted newly incorporated businesses in sectors that usually
sought credit payment services. Additionally, they tested response of first
class vs. standard mail.
Results: Six months of monthly
12,000 piece mailings cost approximately $9,000 per mailing. Each new client
had a $50,000 value to the company. “we’re bringing in 200-250 clients a month
from direct mail” reported the company’s CEO. Interestingly, the first class
mailings generated better responses than those sent via standard Mail.
An essential, yet sometimes
overlooked aspect of direct mail ROI is the right choice of envelope. A
tastefully personalized, custom envelope can be the difference between your
direct mail piece being read or being thrown in the trash. As Commerce payment
systems, demonstrates, direct mail is alive and well. And as the first
impression of your direct mail campaign, your envelope choice can make all the
difference in ROI.
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