Our challenge
To demonstrate that direct mail is a key part of a successful integrated campaign
Our audience
You. Top agencies from across Canada.
What happened?
We sent you a ball. And we asked you to play.
We sent the mail piece to 1,053 people.
Within two days, 877 went online to see what it was all about.
That’s an 83% response rate.
We sent a follow-up direct mail piece to
650 people.
We sent a follow-up email to 363 people.
Voting spiked to 300% over average.
eDM spike
Print DM spike
By the end of the campaign…
There were 3,198 site visits
(1,602 unique visitors).
Visitors spent an average of 3 minutes
and 50 seconds looking at stories,
sharing and voting.
22 stories were created & posted on
the site.
We had 223
shares.
Sharing brought359 visitors to the site.
There were 1,576
total votes.
To sum it up
The Cross-Media Campaign
We sent you an intriguing mail piece
We got you to respond and take part in an engaging online contest
We followed-up (email and direct mail)
We got you to talk about it on social networks
Campaign Results
1,053 pieces mailed to agencies across Canada
877 responded within 2 days – 83% response rate
1602 unique visits online
Time spent on site – 3 minutes and 50 seconds (average)
22 stories posted
223 shares – 359 visitors through sharing
1,576 votes for favourites
Follow-up results
650 printed direct mail pieces were sent
353 marketing emails were deployed
Voting spiked to 300% over average
Mail worked to drive response in a well planned cross-media campaign
Know your audience and get the right list.
Try something new. Your message needs to cut through the many distractions of the day.
Get the message right and direct mail will give you brilliant results.
Deliver a great experience and your audience will spend time with your brand
and even spread your message for you.
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