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Client:
CMGI -- 1995
Challenges:
- Educate prospects and customers about new
Merge/Purge database services called MailSmart
- Generate qualified sales leads for a new
sales force
- Illustrate how the MailSmart program works
(before CDs and the Web were available)
Solution:
- Created a powerful direct mail program targeted
to the same audience three times in a three week span
- Developed an interactive education disc which
included the MailSmart technology
- Developed three mail pieces with the same
three panels and changed two panels and the headline on
the outside of the piece
Result:
- Direct mail campaign pulled a 6% response
rate
- Generated $48K in new revenue
- Direct mail campaign earned a New England
Direct
- Marketing Shoestring Award 1995
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