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Improving Direct Marketing Results


Challenge: Creating "from scratch" direct mail marketing campaigns and convincing the distribution channels to follow up on them.

Actions: Restructured marketing department and hired experienced Director. "Sold" purchase of data mining capability to management and created proprietary expertise. [Note: Both of these capabilities can be outsourced for smaller companies] Beginning with small pilots to prove the viability of specific campaigns, ramped up to eight campaigns mailing to a total of 500,000 households per year.

Results: Regularly made sales to 4-8% of households mailed, which compares to an industry average of only 1-2% appointments from households mailed.