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Background
• Family owned furniture store with over 10 locations.
• "Invitation Only" Friends & Family campaign |
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Solution
• Oversized postcard mailed to 200,000 customers and prospects.
• Coordinated email broadcast to 45,000 customers and prospects.
• Email creative mirrored the direct mail piece
• Tribune Direct warehouses their email database
• Capture responders
• Track open and click-through to capture response and
identify various levels of interest
• Analyze effectiveness of the coordinated direct mail and
email strategy
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Results
• Client delighted with results; plans to execute multi-channel program 6x per year
• Email click through provided on-line shopping experience prior to visiting the store.
• Instant results measurement on web response |
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direct mail campaign
