Direct mail mailing lists help increase lead generation
Looking for lead generation? MarketingProfs reported that Canadian e-commerce company Truition needed to improve their fourth quarter marketing results and branding — and decided to embark upon its first-ever direct mail campaign. The company’s client list is filled with well-known names such as Sirius Satellite Radio and Philips, but Truition is not well known. An additional goal was to fill the sales funnel so that January would start out on a positive note.
Truition’s direct mail campaign didn’t make a direct sales pitch, but instead offered a free report that was created specifically for the campaign. The letter was sent to approximately 10,000 names, with the majority coming from a mailing list service. The campaign was a success. Not only was the ROI 200%, but the sales force was quickly loaded with solid leads. The result was over $150,000 in new business.
In another example, Jim Bartlett, president of XSportsProtective.com recently discussed his successful 2009 holiday postcard direct mail campaign with Multichannel Merchant. Bartlett said he noticed a spike in online and phone orders around the time the company sent its two postcard mailing campaigns — one at Thanksgiving and the other just before Christmas.
XSportsProtective.com segmented its mailing list by buyer habits, generating a final list of approximately one-third of the 33,000 names. According to Bartlett, early indications are that the ROI is positive — and the company is considering more mailers in the future.
Companies are finding that direct mail works and should be considered a viable marketing channel. When deciding on your marketing mix, remember that customers enjoy receiving a piece of mail that fulfills a need or desire. By combining direct mail and online marketing, savvy marketers are driving a higher ROI while keeping their customers happy.