Challenge:
A New York-based commercial building supplies company partnered with Polaris Direct to strengthen engagement with contractors and companies in the construction industry, while driving measurable response through multi-channel marketing. Since 2020, their outreach has been inconsistent, with mailings sent sporadically throughout the year. This resulted in fluctuating engagement and lead generation.
Strategy:
In 2025, Polaris Direct implemented a consistent communication cadence—executing monthly campaigns that integrated direct mail, email, digital retargeting, and Informed Delivery. Each campaign drove to a unique, trackable landing page, supported by coordinated product and incentive offers, utilizing cohesive visual branding to build recognition and trust across all touchpoints.
Results:
The shift to consistent communication produced measurable, across-the-board improvements compared to 2024 and 2023:
- Lead generation surged: 2025 campaigns collectively generated more than 31,000 total leads year-to-date, a nearly 460% increase over the 5,520 leads collected in 2024 and a dramatic rise from the 4,836 leads in 2023.
- Incentive fulfillment improved significantly: Form fills tied to promotional giveaways more than doubled from 2024 to 2025, translating stronger engagement into conversion growth.
- Landing page engagement grew: Total sessions on campaign landing pages increased from less than 4,500 in 2024 to more than 9,000 in 2025 YTD, demonstrating deeper audience interaction and sustained interest.
- Email remained strong: With more campaigns deployed throughout the year and consistent messaging across each touchpoint, 2025 sustained open rates above 20% while generating higher total clicks overall.
- Cross-channel synergy improved: Digital ad impressions surpassed 1.7 million YTD with click-through rates holding steady around 0.3–0.4%, reinforcing brand presence between mailings.
Impact:
By maintaining a consistent month after month schedule and unified messaging across channels, Polaris Direct helped the client achieve sustained engagement, higher conversion activity, and greater marketing efficiency. What had once been a set of isolated, sporadic campaigns became a cohesive, performance-driven communication program that continues to deliver increased value each month.
Conclusion:
This partnership demonstrates how strategic consistency—powered by data, creative alignment, and multi-channel precision—can transform outreach performance. Through Polaris Direct’s integrated approach, this construction supplier strengthened its presence in the metro New York market while establishing a reliable pipeline of qualified leads driven by brand recognition, credibility, and consistent communication