Data-Driven Creative Testing Pays Off
with Long-Term Results
Opportunity
A national lawn care company, with a mail volume of over 70MM pieces per year, wanted to increase performance from its direct mail program. The marketplace was retracting and year over year increases in direct mail cost were driving up the cost per new customer acquired.
THE GOAL:
Reduce or maintain the cost to acquire and improve the response, conversion, and sales rates on acquisition direct mail without increasing spend.
Solution
IWCO developed new prospect models that selected more responsive and converting prospects at higher LTV. IWCO also implemented an ongoing creative test and learn approach to create an optimized control rotation.
IWCO Provided:
A “test and learn” approach including 20+ tests per year
Format testing: postcard tests, letter packages and more
Custom segmentation and personalized messaging
New multi-attribute targeting models
Results
IWCO’s multi-source prospect model outperformed the legacy model by well over 50% in the first year of engagement
Creative testing with multiple winning controls gave the client a robust control library to rotate packages month over month, mitigating response degradation
Ongoing model refinements improved conversions to target those most likely to respond and convert, and increased sales rate by over 40%
Mail volumes were reduced substantially, while results were improved.
IMPACT
The client saw a dramatic rise in response rate, a significant lift in sales rate, and overall improved mail performance on a lower annual volume of mail.
79.6% higher sales rate
on prospect model vs. client model
+37.2% response rate
on ribbon package vs. control
$487,452 postal savings
+40% YOY response rate
Read more case studies
Explore our case studies to see how IWCO creates direct marketing success for clients.
We Can Help. Let's Talk!
Contact us today to learn more about how we can deliver innovative, creative, and data-driven solutions that drive measurable results for your unique business.