Challenge: Metro Interior Distributors, a commercial building materials supplier, wanted to build brand awareness and drive revenues.
Goal: Create awareness by positioning Metro as an industry leader – offering top-quality products and customer service, and convert prospects into new customers through specific product features with premium incentives to drive new customer acquisition.
Target: To reach prospects who were most likely to engage, Polaris Direct analyzed the customer database to execute a customer look-alike audience of contractors in the Tri-State area.
Solution: Polaris Direct proposed a highly-personalized, monthly promotional series, that used a multi-channel approach. This three-part series was sent over the course of three months – testing different formats and product offers. Web visitor leads from each mailing were captured and included in the following touch. An offer was highlighted throughout each piece with a strong drive-to-web call to action (CTA), including a scannable QR code leading directly to a dedicated landing page. Each mailing was accompanied by a follow-up email, and before recipients even received the mail piece, social ads were served along with Informed Delivery, adding an extra touchpoint/CTA. Additional social ads and digital retargeting ads were served to those who visited the landing pages.
- 30,000+ digital impressions per mailing
- 60% average open rate for Informed Delivery
- 2% CTR for the Informed Delivery Ride-along Ad
- 3.9% – 6.5% unique open rate range for the follow-up emails
- 7% – 12.5% CTRs were recorded for the follow-up emails
- 1,620 leads generated from web visits
Anecdotally, the mailings have generated a good response and there have been calls, inquiries and orders placed as a result – including several large customer orders totaling revenues in the six figures.
Insights: We continue to see an increase in web traffic and high revenue orders from new customers, which have exceeded the cost of the campaign, and we have continued to push the monthly, multi-channel campaigns, using direct mail as the driver.