Sector: Education  
Product: Student Resources  
Backdrop: steadily declining direct mail responses

The campaign objective was to get qualified leads in a finite and saturated market (secondary schools), for a company with an already large market share.  Since the leads needed to be high quality, giveaways and freebies had to be avoided. 

Using DirectSmile in this campaign allowed us to fully personalise the mailer to the recipient (which alone can mean the difference between the mailer being discarded or being studied further) and each recipient was guided to their own unique website – where a few simple survey questions added to the personal information already held. This data was then used to deliver a free report, tailored to the combination of survey answers along with the company’s usual samples and sales information and a sequence of follow-up emails.

The result (comparing the same period in the previous year): 343% increase in responses and 100% increase in sales.

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