Results are coming in less than two weeks after WiredEmpire, Burlington, MA, began its first large-scale direct mail campaign targeting mid-sized and large online and offline companies.
Shane Arnold, chief marketing officer at WiredEmpire, an e-mail software and services provider, did not disclose the response rate. While it has not reached double digits, “the trend is nice,” he said. Arnold said the goal is to double its database of a couple of thousand prospects. He thinks it will achieve that, based on the early results.
More than 50,000 pieces were dropped during two days at the start of July. Arnold said the campaign, which will cost less than $1 million, will test its list sources rather than the content of the piece.
“We are going with one piece for this campaign containing one offer,” Arnold said. “They are being sent to vice presidents of marketing and marketing directors within these companies.”
The 10-inch-by-10-inch piece, which opens to a two-page foldout, asks if “your direct marketing campaigns need a little caffeine.” The first part describes WiredEmpire's benefits. The second page lists services that the recipient can acquire through the company.
Recipients are encouraged to respond before a specific date in order to register to win a free espresso machine, which will be given away each month, and a grand prize trip for two to Costa Rica. They are asked to either call a toll-free number or visit the Web site.
Arnold said no follow-up calls or mailings are planned for those who do not respond. But for those who have responded, either by phone or via the Web, the follow-up calls have begun.
Although WiredEmpire specializes in assisting and managing e-mail campaigns, it does not work exclusively with dot-com companies.
“In fact, the majority of our clients are brick-and-mortar companies looking to establish an e-mail and online presence,” Arnold said.
In developing the piece, WiredEmpire worked with TFA Leo Burnett, Chicago.
