To convince marketeers that despite the higher overall cost of direct mailing in paper, the rate of activation and ROI are more significant.
We implemented a two-step strategy towards a series of marketing managers:
Step 1: Sending of an e-mail with a survey about online direct mailing
Step 2: Followed up by an original and personalised paper mailing analysing the manager’s behavior in the digital survey.
Based on the analyses of their own reactions, we could show the power of paper mailings.
Open rate: 58%, which is twice the benchmark
Memorization rate: 85% (compared to 54% in the B2B benchmark)