Overview
A long-term client’s direct contact program improved direct marketing response while reducing the marketing budget for vehicle extended service contracts.
The Challenge
The direct contact program needed to improve response rates while reducing the marketing budget for vehicle extended service contracts.
Our Solution
Using years of experience in direct mail response optimization, our team identified opportunities to strengthen the campaign’s targeting and creative. The team refined file segmentation to eliminate low-probability prospects and identified copy and imagery changes designed to drive stronger response rates. More relevant product imagery was introduced, the copy was updated with a stronger call to action, and the product-specific logo was replaced with a more recognizable corporate logo.
The Results
Segmentation analysis revealed opportunities to eliminate unnecessary mail volume, reducing annual mail volume by 15% and generating $329,000 in cost savings. At the same time, campaign optimizations increased the response rate by 26%, generating $4.8 million in incremental revenue.
About Qualfon
Qualfon is a global BPO provider of omnichannel customer experience and business support solutions with locations on several continents. We are an agile partner specializing in call center support, revenue growth, and marketing services committed to serving our clients and their customers throughout the customer journey.
Learn more about Qualfon’s Lead Generation and Direct Mail & Print Services.
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