Click HERE to view the flash web page that coordinated with the mailer.

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“1 to 1 Marketing - It’s a Whole New Game!”

Produce and measure a direct mail to web campaign to see if dramatically
increased response rates over a traditional direct mail campaign could be achieved.

Traditional direct mail campaigns produce response rates between 1% – 2%.
Personalized direct mail-web campaigns claim to produce rates as high as 30% – 40%. 

We wanted to see for ourselves.

What We Did:

Designed a direct mail 6 X 9 postcard with 6 variable data fields on the front side
and 3 variable data fields on the back.

Designed around a game board, the theme was
“1 to 1 Marketing - It’s a Whole New Game!”

Obtained data bases and mailing lists – in-house and others - over 4,000 names and addresses subcategorized into 13 categories.
Auto, Accounting, Advertising, Catering, Food Service,  Education, Engineering, Financial, Healthcare, Insurance, Marine Industry, Professional Services, Real Estate, Technology, Travel and Hospitality, TV Communications, Sports.

Designed the mailer to include the following variable data fields:

Front
Category Name
Category Graphic
Company Name
Person’s Full Name
Personalized Yellow Card
Player's Silver Token

(Silver Tokens representing and unique to the category)

Back
Company/person mailing address
Person’s first name on salutation
Person’s unique Web address

The print job is printed as a normal digital print run, however there will be over 4000 uniquely different print pieces when the job is mailed.

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Personalized Web Pages

Design a personalized web page for each mail piece where the responder can register to receive a discount on future variable data jobs.

Ask 3 questions to measure response and interest.

Track the results of the response including web hits and response rates to links on the web page.

Check back in a few weeks to see the results of our campaign.

Featured
Case Studies

• Arvida’s Tradeshow Display
• Quality Products Catalog
• Arvida’s LightBox

Internet
Full solutions from databases to Flash.

Display Graphics
From tradeshow displays to quickscreens.

Drop dead gorgeous photography.

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