Good Matches are hard to find

Adding an Email Channel to your direct mail program is a match made in heaven.

Case Study: A major senior market brand had utilized the direct mail channel successfully for many years but of course direct mail is an expensive channel. They challenged their marketing team to increase sales and at the same time increase the ROI of their marketing spend.

Solution: They added 3 email touches around the direct mail program, one prior to in-home date and two post in-home date. Although it increased overall spend, the incremental cost to add frequency was small.

The Numbers: ADS Data Direct active consumer database matched over 50% of the postal mail files. The matched records deployed with a 95% delivery to the in-box.

Results: Matching at roughly 50% gave the brand a clear A/B split to measure the success of the additional email touches compared to using direct mail only. Direct mail only converted at 1.8% opposed to direct mail with additional email that converted at 3.4%. By increasing frequency they almost doubled their conversions while only increased their spend by roughly 10% - Win, Win!

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