Even high-tech firms can sometimes get bigger results from traditional direct mail than their usual digital efforts. Intronis, a 12-year-old cloud-based data protection service, is a case in point, as recently reported by Advertising Age. Intronis, which serves 50,000 small-business customers and sells through a network of 2,000 managed IT service providers, wanted to reach larger IT service providers. But e-mail and calling weren't getting the desired attention. So the company launched a two-part mailing campaign: Based on the demographics of the IT audience, the first piece hooked attention by including a "retro cool" Atari game player with the promise that if users spent 30 minutes on the phone with an Intronis salesperson, they would get a free gaming platform, with a choice of XBox, Wii or Sony Playstation. The company started small, sending out 50 Ataris and won meetings with 25 recipients, a 50% conversion. After 20 more waves, allowing for testing of messaging, packaging, timing and mail volume, the campaign had garnered an average 35% conversion rate (meetings) and an ROI of 650%, based on the value of deals generated divided by all campaign costs. Among the lessons learned per Ad Age reporting: With high-end premiums, send out relatively small numbers in each mail wave to reduce fulfillment costs. Put a lot of thought into the mail creative in terms of messaging and packaging; for example, the mailing worked best with a box that opened in one direction and with the brand message and cover letter on top and visible before the enclosed Atari. For the complete article, see http://adage.com/article/btob/data-backup-company-650-roi-atari-campaign/298195/
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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