Dissecting a Successful Direct Mail Campaign:

The "BounceMe" Case Study

by McMillan AgencyA Canada Post Webinar

Feb 04, 2014

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Q&A

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Today’s PresentersAlain BrunetAlain is an award-winning creative director at McMillan in Ottawa, Canada. With over 20 years’ experience and a background in graphic design, he has led creative teams through global rebrands, as well as video, advertising and online campaigns. His approach to crafting compelling creative is based on solid strategy, and backed by a collective of talented individuals. Alain’s experience is focused primarily on solving business-to-business challenges, with an overarching philosophy: Crafting good creative means telling a compelling story.

John CollinsAs a Creative Director and writer at McMillan in Ottawa,

Canada, John has developed and led award-winning work for local, national and global clients. With a keen ability to

connect individuals to the brands with which they interact using compelling creative, John has been listening, crafting

and compelling (in one form or another) for close to 20 years.

Our challenge

To demonstrate that direct mail is a key part of a successful integrated campaign

Our audience

You. Top agencies from across Canada.

What happened?

We sent you a ball. And we asked you to play.

We sent the mail piece to 1,053 people.

Within two days, 877 went online to see what it was all about.

That’s an 83% response rate.

We sent a follow-up direct mail to 650 people.

We sent a follow-up email to 363 people.

Voting spiked to 300% over average.

eDM spike

Print DM spike

By the end of Phase 1 of the

campaign…

There were 3,198site visits

(1,602 unique visits).

Visitors spent an average of 3 minutes

and 50 seconds looking at stories,

sharing and voting.

22 stories were created and posted on the site.

We had 223

shares.

Sharing brought359 visitors to the site.

There were 1,576

total votes.

Phase 2Keeping the

conversation going

We had lots of response – 83% – to our Phase 1 DM.

But how could we turn that into actual business engagement?

We needed to walk through the door we opened with Phase 1.

We needed to bring our value message home to our audience.

And, of course, we needed to do that with direct mail.

Phase 2c – Just coasting

<glasses>

The rubber meets the road

Recall among agency personnel who Canada Post targeted for these campaigns (telephone & online survey using list of agency contacts for campaigns) was quite high (87% recall receiving DM from Canada Post).

Both unaided and aided awareness was high.

The rubber meets the road

One of Canada Post’s goals for the campaign was to help drive channel revenue and help the agency advisors meet their revenue targets.

By the end of the year, the agency program exceeded program revenue targets by 22%.

The rubber meets the road

The other main goal for the campaigns was to introduce the agency advisor team and create leads for sales calls.

By the end of the year, CP’s agency team exceeded their target number of sales calls by 40%.

Mail worked to drive response in a well-planned cross-media campaign

Know your audience and get the right list.

Try something new. Your message needs to cut through the many distractions of the day.

Get the message right and direct mail will give you brilliant results.

Deliver a great experience online and your audience will spend time with your brand and even spread your message for you.

Q&A

Time for your questions!

Type your questions in the “Questions” section.

Dissecting a Successful Direct Mail Campaign:

The "BounceMe" Case Study

by McMillan AgencyA Canada Post Webinar

Feb 04, 2014