A Richmond company approached Printegration because the response rate to their monthly direct mailings had dropped to as low as .05%. As a result of the low response rate, their cost per lead had risen to an undesirably high level.

Printegration was charged with both raising the response rate and lowering the cost per lead.

Printegration attacked these problems on two fronts:

First, Printegration performed a list analysis of the client's customer base to determine which customer demographic indicators were held in common. Armed with this statistical customer profile information, Printegration was able to purchase a new list of prospective customers (roughly 34,000) who matched the demographic and lifestyle attributes of their current customer list. This approach provided our client with a more refined and targeted prospect list that would be used in future mailings.

Second, Printegration suggested that the client’s previous mailings (all postcards using similar graphics and design) had created reader fatigue and were simply not getting noticed by prospects anymore. Using fresh messaging and design tactics, Printegration implemented a three-month, multi-touch campaign wherein each recipient (newly identified prospects and preferred customers) would receive a distinctly different mailing each month: a greeting card, a check letter and a self mailer.

Response rates were achieved  that were 20% higher than any of our client's previous direct mail efforts. Furthermore, the client experienced a significant 13.6% drop in cost per lead.

Due to the success of this initial test program, our client has elected to extend the current campaign with Printegration moving forward.