5 best practices for developing a direct mail strategy that will help reach your marketing goals On the fence about adding direct mail into your marketing mix.
On-Demand Chef Service
San Francisco, CA
“I was lucky to meet the team and would happily engage them again.”
Willing to Refer (NPS)
This case study is presented from our client’s point of view. Special thanks to Kitchit for taking the time to contribute to this case study and giving us the opportunity to do some great work together.
Gunderson Direct completed a series of direct mail campaigns. They did market research and demographic analysis to target specific audiences. Other services included A/B testing and creative concepts.
I’ve worked with Mike, the president, at several different companies. Primarily, he led direct mail campaigns. Mike also provided supplemental services for paid advertising and creative services.
For one project, they did market research for a start-up’s insurance product, which protected homeowners against real estate market devaluation. We wanted interstate demographic data to target specific audiences. We also targeted affinity groups, including food, lifestyle, and travel. Next, we collaborated with Mike to brainstorm creative concepts.
Gunderson Direct also did staggered A/B testing to incorporate changes during multi-month campaigns. The slow nature of direct mail made this approach necessary for implementing modifications and successful techniques.
Mike’s undertaking for one campaign experienced positive ROI every month. Campaigns for two different startups didn’t get a positive ROI. However, I don’t fault them because we believed in direct mail channels for both projects. At another company, we realized direct mail wasn’t the best fit.
Overall, he assembled compelling mail packages that resonated well. His A/B testing matrixes were thoughtful. They advanced our programs in a timely and cost-effective manner.
[As a point person], Mike was responsive, accessible and highly creative. His team set realistic expectations to build long-lasting and mutually beneficial relationships. They didn’t accept work if they couldn’t make the project successful. We communicate primarily via email, but also phone and in-person meetings.
Overall, Mike delivered on his promises. He was one of the few local vendors that truly understood the direct mail space. He knew segmentation and marketing.
Rates have increased since the first engagement, but their performance justified the costs. Gunderson Direct limited services to their most effective channels. They were transparent and honest; Mike cared more about relationships than making money.
As a vendor, they skillfully under-promised and over-delivered. I was lucky to meet them and would happily engage them again.
Direct mail has become more popular. Lean on Mike’s experience to understand if his services match the scope requirements. The project will be successful if they accept the work, but trust them if they decline.
They executed compelling campaigns in a thoughtful manner; results varied by size and scope. Prices increased over time, but justifiably reflected the team’s expertise, resources and cost-effective approach. They built mutually beneficial relationships in a transparent environment.
One Final Note
If you’re interested in trying out direct mail and adding it to your marketing mix, then drop us a line. We’re standing by to answer any questions you might have, and most importantly, to help you get your mail opened.