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

54% decrease in CPL

We decreased the cost per lead from $276 to $127 in a matter of months

20,335 leads

In seven months we secured 20,335 leads through direct mail alone

76% increase in appointments

Year over year, we achieved a large increase in scheduled hearing eval appointments