Prism Business Media

This firm sponsors an annual tradeshow for catalog, online, and multichannel merchants. The intent was to attract a greater number of attendees at their show and encourage on-line enrollment. A list of 12,500 prospects was segmented into four lists. This way they could learn which segment was most responsive to personalized direct mail and were most likely to sign-up online.

The pre-show postcard was personalized with the recipient’s name, a registration discount and a free white paper. The offer directed the recipient to a URL where they could get more information and register.

To test the effectiveness of the personalized marketing, a separate list was sent using a standard non-personalized mailing and standard event brochures. Both efforts were supported with telemarketing, email and on-line advertising.

The personalized campaign out-performed the standard mailing and had a higher ROI.

Source: PODi