Direct mail program sees improvements with targeting and creative optimization
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.
Objectives
Improve performance of legacy direct mail programs; decrease cost-per-lead; increase hearing evaluation appointments
Approach
As part of a larger integrated program, the LoSasso 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.
LoSasso worked with Connect Hearing to develop a strategy for methodical testing of offers, formats and creative for three audiences: new prospects, current leads and previous patients.
We executed 10+ tests (offer/format) over 6 months
