Clozetivity Southeast PA, a newly launched custom closet franchise, sought to generate new leads at a lower cost per lead. The client required increased awareness to reach prospective buyers by leveraging a mix of social media and paid digital advertising. Understanding that content and SEO efforts take time to yield results, Clozetivity Southeast PA aimed to expand its market targeting methods to generate awareness and leads more rapidly.

Solution

To address this challenge, Clozetivity Southeast PA partnered with &Marketing to enhance their digital strategy with a traditional marketing tactic: targeted direct mail using USPS’s Every Door Direct Mail (EDDM) service. EDDM makes direct mail more efficient and targeted by allowing selection based on specific audience parameters such as:

• Route type (City, Rural/Highway, PO Box)
• Audience (Residential or Residential and Business)
• Demographics (Age, Average Size of Household, Average Household Income)

This approach ensures that mail pieces reach the right audience at a cost lower than a typical postage stamp. Users manage the printing and delivery of mail pieces to the post office, with USPS providing a list of certified printers for guidance and printing. Mailing costs start as low as $0.189 per piece (postage).

Clozetivity Southeast PA designed two different postcards for A/B testing and partnered with PrimoPrint to print 6×9 postcards. They selected routes targeting residential areas with high average household incomes and ages 25-55, and delivered the printed pieces to USPS for distribution.

Is Direct Mail Marketing Still Effective?

Direct mail marketing remains effective when strategically implemented, offering tangible, personalized, and targeted messaging that creates memorable interactions. While it may be more costly and time-consuming, direct mail stands out in less cluttered physical mailboxes, potentially building trust and capturing attention.

The integration of direct mail with digital strategies, along with careful tracking and measurement, can amplify its impact. Its success depends on factors such as industry, audience, message quality, and design.

Direct Mail Marketing Results

By sending approximately 12,700 highly targeted direct mail pieces for $5,700, Clozetivity Southeast PA received four high-quality leads from Postcard A, two of which resulted in sales exceeding $10,000. This led to a Return On Ad Spend (ROAS) of 351%. Additionally, Clozetivity generated brand awareness among roughly 6,000 potential buyers. Although the Click-Through Rate (CTR) was low (0.18%) by industry standards, the conversion rate was exceptionally strong (17%). This success is attributed to the brand’s initial market entry and the testing of creative pieces sent. As Clozetivity Southeast PA continues to improve its online presence through digital advertising and content, the lessons and success from this direct mail test will guide future marketing efforts.