MessageMedia Sends First Direct Mail Piece to Push E-Solution

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A 4 percent response rate has been generated by a business-to-business direct mail campaign that MessageMedia is using to promote its e-intelligence solution that was launched during the summer.

The e-mail marketing and customer intelligence services provider started the direct mail campaign in late August. It will conclude at the end of this month.

MessageMedia has been sending out 10,000 pieces each week to vice presidents and directors of marketing as well as Internet marketing managers at medium- to large-sized businesses. The total number of mailings will reach more than 60,000 by the end of the month, said Christina Liebman, marketing and communications manager at MessageMedia Inc., Boulder, CO.

MessageMedia has traditionally relied on e-mail campaigns when marketing its solutions. This marks the company's first venture into direct mail. Liebman said direct mail is more of a lead generator and acquisition tool compared with e-mail. But she believes e-mail serves as a better targeted marketing tool.

"Our goal is to generate some good initial sales leads and get the word out about our newest solution to the Fortune 2000 companies," she said. "We used a different list selection for this mailing. Not only did we mail to all of our existing customers, but we also used some trade show lists, a DMA list of direct marketers and subscription lists to industry-specific magazines."

A second direct mail campaign is scheduled to begin next month. Print ads also are being considered for that one, Liebman said.

The cost of the initial mailing is expected to reach between $8,000 and $10,000.

The personalized piece appears to be a postcard mailer, but opens up to a threefold flier. Above the heading of "Capture The Power Of Our Customer Intelligence Solutions" on the cover is a picture of a hand holding a crystal ball, which is emitting lightning.

"We wanted it to have a fast-moving feeling and a lot of energy," Liebman said. "And with the hand holding the ball it's trying to convey to people that the e-intelligence solution can help them harness all of the data that they have and work with."

The inside of the piece has a detailed list of the services the solution provides. Liebman said that, since the solution is new, she understands the need for a great deal of copy. However, in the future she wouldn't mind seeing more white space in the piece.

"I wasn't happy with all of the copy, but it was necessary in order to make people familiar with who we are and what the solution can do," she said. "We had to put all of the information on this unit. But for future mailings, we can just pull certain features of the solution and highlight that one specific part of it and not need as much copy."

However, Liebman said the company will not redesign the piece immediately and will use it again in November since it "pulled so well."

"This piece was great for getting the word out," she said. "But later on we are going to have to drill down and be more specific and see how we can help them with each of the areas."

The piece includes three response mechanisms, including a toll-free number, visiting or filling out a business reply card. Most of the responses, to Liebman's surprise, have come via the BRC.

"I just figured that because we were targeting Internet marketing professionals, the majority of responses would come by way of e-mail," she said.

In order to get people to call or visit the site, a special discounted price is being provided on a campaign survey. The offer is titled, "Seven things you want to know about your customers but were afraid to ask."

"They provide us with a list of people they recently targeted with an e-mail campaign," Liebman said. "Then we put together a survey that we e-mail to those people asking them specific questions about what they liked and didn't like about the campaign."

The 4 percent response rate is an overall percentage. MessageMedia has not differentiated between the number of people who have signed up for the discounted survey and those who have requested more information.

MessageMedia worked with ad agency Mango, Boulder, CO, on the direct mail campaign.

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