AlphaGraphics executed a cross-media, multi-touch campaign--including personalized postcards, personalized URL with prospect survey, follow-up postcard, and follow-up letter--to 1,154 prospects.
The survey collected general patient information from providers, and incented respondents with a drawing
for $500 cash and a TW/Wii Fitness package.
The cross-media approach paid off, gathering valuable data AlphaGraphics will use to refine future campaigns and generate additional leads. Although historical direct mail response rates for this audience were 1-2%, our campaign brought in 63 site visits (5.46%), and 51 survey responses (4.42%).
The ROI: The initial campaign resulted in 67 times the initial investment. Since a lead can produce more than one new member, the client continues to see residual success.