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"What's been one of your greatest direct mail successes?"
Posted:
12-31-1969 |
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From an article in Deliver Magazine, May 2012 issue, 3 business people illustrate the success of direct mail.
Glenn Weissman | Vice President, Business Development, Ebony Marketing Research
My daughter-in-law bought a beauty salon. After buying it, she didn't have much money left for advertising, but she did have enough for an effective, laser-focused direct mail program. The family helped her focus o new movers, since they are very likely candidates to need a new hair stylist. She also targeted new engagements, since weddings and spa parties provide good opportunities for a salon. Her meticulously targeted, ongoing direct mail efforts created a never-ending flow of new customers - and for just a minimal investment. That's a recipe for success for any small business.
Penelope Welch, CFRE | Director of Philanthropy, Capital Caring
To reach a $1 million direct mail revenue goal for hospice programs, we worked with DirectMail.com to segment our donor database based on giving profiles and to craft personalized messaging. This approach increased our revenue, number of donors and average gift amount, even while saving more that 25% of our direct mail costs. A later appeal efforts yielded an additional $140,000, with the average gift rising from $27 to $62, thanks to DirectMail.com's precise targeting, graphics design, envelope teasers and inserts. In a challenging 2012, results exceeded 2008 and 2009 by 27% and 29%, respectively.
Scott Coggin | Vice President, Marketing Data Services, dDirect
Georgia Tech asked us to develop a direct mail program for recruiting high school football players by effectively communicating the university's unique sports history as well as its top-ranked academic programs. We created and produced weekly, personalized mailings full of information and colorful photography about the coaches and players, the team and the school to a targeted list of 1000 high school players and their coaches. Along with winning a national direct marketing award, we take great pride in helping the Yellow Jackets build a winning team!
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