The "Right Mix" of Direct Mail and E-Mail and Frequency Produces Incredible Results

In the October, 2009 'Tipster," my good friend Tony Rossell, Sr VP of MGI, wrote about the incredible results we're seeing when we combine both direct mail and email together. In Tony's words, here is a quick review of the program and the results.

Working with one client organization that offers institutional membership, we put these principles to the test. We found that when we appropriately integrated these components, response rates and program economics really popped.

In the first test, we developed a split test and measured results using channel integration, connecting with prospective members through multiple media. We split our audience into two segments. One received only a direct-mail solicitation. The second received the same direct-mail package, and then a follow-up email with a link to an online microsite that provided more details about the benefits of membership. The combined mail and email group produced an 87% lift in overall response.

In a subsequent campaign, we based our control on the “winning” mail and email effort. Then, as a test, we added two additional emails to the mix with links to microsites containing exclusive and useful content.The first content microsite featured specfic answers to frequently asked questions prospective members might have on how to access funds from the American Recovery and Reinvestment Act.The second content microsite offered a webinar sharing a detailed explanation of how the Act could help prospective members.In addition to providing content, each element of the campaign focused on moving a prospect to a decision to join.The test group that included the additional online content was the decisive winner. Allowing for a statistical margin of error, the test group outperformed the control group by over 300%.

What did we learn? First, just as in an exercise program, intensity is an important component in a marketing strategy. More touches delivering valuable content over a short period of time gets prospects' attention and helps convert them to members. In addition, it is key to have all of the communications push toward a membership sale and not simply provide good information. The proper integration of frequency with content, channels, and intensity clearly produced the greatest ROI.

Please feel free to contact me if you'd like a little more detail.