Mailer Sends DirectBuy Respondents to Web

Share this content:

A direct mail program by DirectBuy and Mailnet Services Inc. provides a way to drive consumers interested in DirectBuy products to the company's Web site, where they have access to new showroom openings.

DirectBuy members can buy merchandise at manufacturer cost for their home direct from 700 brand-name manufacturers and their authorized suppliers. To purchase the merchandise, customers visit a DirectBuy showroom. The Merrillville, IN, firm has 130 franchised locations in the United States and Canada.

Mailnet Services, Franklin, TN, helps businesses deliver direct mail for marketing campaigns.

Last fall, DirectBuy began opening more showrooms across the country. It also launched an ad campaign to get the word out about the company. The campaign included a nationwide infomercial that still appears on cable networks.

A prospect who responds to the DRTV campaign is connected at a call center. After the prospect offers his information to the call center employee, the employee routes the information to the showroom nearest where the prospect lives. The showroom then sends an information packet.

However, some consumers who respond to DirectBuy advertising are not near a showroom. These leads go directly to Mailnet every Friday in an e-mail. On Monday or Tuesday, these prospects automatically receive a letter from DirectBuy's marketing manager, David Lee, referring them to the company's Web site.

"Unfortunately, according to our database search on the [ZIP] code you provided, our system indicates there is not yet a DirectBuy center in your area at this time," the letter says. "However, we encourage you to view a complete list of DirectBuy locations by visiting www.directbuy.com. At the site, you can view a list of our locations by clicking the "About Us" button."

The letter also states that if they still cannot find a center nearby, they can consider membership at a DirectBuy location of their choice by visiting www.directbuy.com and clicking the "Visitor's Pass" button.

Mailnet is distributing roughly 1,500 letters weekly, and 50,000 pieces have been sent in total. Mailnet uses its MailnetExpress online application, which develops, schedules and fulfills customized direct marketing campaigns.

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here