For Connect Hearing—and the entire hearing care industry—direct mail is a tried-and-true tactic. But thanks to a resurgence in its popularity, the competition is stiff; and cost-per-lead creeps up without laser-sharp targeting and constant creative testing and optimization.
As part of a larger integrated program, the team cemented a solid strategy to reach key prospects and stay in touch with current clients. Close measurement and reporting, ongoing offer optimization and strategic format testing paid off: CPLs plummeted and consistently exceeded lead number goals.
decrease in CPL ($276 to $127)
leads over 7 months
YOY increase in scheduled appointments
tests (format, creative, messaging) in first 6 months