Insights

Case Studies

Home Improvement

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

Case Studies

Data-Driven Creative Testing Pays Off with Long-Term Results

Opportunity

THE GOAL:

Solution

Results

IMPACT

79.6% higher sales rate

+37.2% response rate

$487,452 postal savings

+40% YOY response rate

Contact us today to learn more about how we can deliver innovative, creative, and data-driven solutions that drive measurable results for your business.

Get the latest insights in your inbox

Case Studies

Data-Driven Creative Testing Pays Off with Long-Term Results

Opportunity

THE GOAL:

Solution

Results

IMPACT

79.6% higher sales rate

+37.2% response rate

$487,452 postal savings

+40% YOY response rate

Contact us today to learn more about how we can deliver innovative, creative, and data-driven solutions that drive measurable results for your business.

Get the latest insights in your inbox

We Can Help. Let's Talk!