Direct Mail Case Studies

Case Study: 001

CLIENT

COX Communications

CHALLENGE

COX Communications was at a marketing crossroads. The direct mail “control” used to solicit New Cable Service Subscribers was no longer working. With performance reported to be around just.02%, the value of mailing quarterly to non-subscribers was in question by upper management.

I was brought in to provide a creative assessment, and present a proposal for creating a new test campaign if I believed I could improve response. I was given freedom to propose whatever offer and package format I believed might work.

SOLUTION

Applying the scientific testing principals of direct marketing, I advised only ONE variable should be tested. So I proposed keeping the same offer (which I believed was a strong one) and testing instead only the creative. At the core of my test effort was a format I felt would better convey offer value. Personalized “value vouchers” strongly communicated the true monetary value of the offer represented—while also prominently positioning the offer messge.

RESULT

The test mailing boosted response from a reported .002% to around 3%, resulting in a follow-up meeting with team leaders who questioned results. I was then challenged (and offered an increased fee) to create “another mailing” for the next quarter to see if the momentum could be maintained. My response was to “save their money”, change one of the colors used on the new 2-color test envelope, and mail it again. Results were equally as impressive, establishing an ongoing business relationship as we assisted in marketing COX broadband services throughout New England and beyond.