For Direct Mail, we work with you to optimize the words and phrases you select to send through traditional postal mail. We can well surpass the traditional 1 to 2% response rates from direct mail when we leverage insights from digital channels to maximize the impact of your messages. Persado can help you improve message relevance, increase direct mail response rates, and enable direct mail to become a part of a compelling multichannel experience.
Learnings from Direct Mail Experiments and Predictive Content
By running a direct mail Experiment or Predictive Content, you could learn:
Which emotions, descriptions, and formatting choices are most impactful on the envelope itself
Which emotions, descriptions, and formatting choices are most impactful on the offer letter
The contribution of your message elements to success, like if emotions used have an outsized impact or if formatting and positioning elements play a greater role.
Commonly Observed KPIs
We often observe KPIs for direct mail Experiments or Predictive Content such as:
Calls and inquiries
Site visits
Conversions
Revenue.
Use Case Example
A major financial institution wanted to engage and retain existing customers by offering a cashout opportunity for existing customers who elected to refinance. This retention effort was business critical, which is why this institution chose to leverage Persado to optimize the language in their direct mail and make the most enticing offer possible. This comprehensive Experiment spanned 11 text elements: Persado updated the verbiage for both the cash-out offer letter and the envelope itself. The winning Variant boasted a 20.5% increase in inquiries and a 56.1% submissions lift.