Direct Mail Case Study Marco's Pizza
I just renewed for another mailing and will be signing my other location up for future mailings.
D. Patel, a Marco’s Pizza franchisee, contacted Mail Shark because he wanted to increase new business and get more repeat customers.
We worked together to come up with a marketing plan, and decided a saturation direct mail campaign was the best choice to accomplish his goals. After consulting with Mr. Patel, we recommended he execute 2 campaigns combining our Weekly Mailing Strategy with two products known for their visual impact and high response rates for his industry. This strategy allowed him to divide his mailing list into sections and target one section per week over each campaign’s mailing weeks. This set him up for a steady increase in business over time, while also breaking up the cost of the campaign over the weeks of the mailings. It also reduced his upfront and out of pocket expenses during the campaigns.
For his first campaign we recommended our Colossal Postcard for its extra large size, which makes it hard to miss in the mailbox, resulting in higher response rates. We mailed it over 11 weeks to a list of 20,000 recipients. For his second campaign we recommended our Over-sized Scratch-off Postcard for its engaging scratch-off sticker, which has also shown to get good response rates. We mailed it out over 10 weeks to the same group. After 21 Weeks, we’d mailed all 40,000 postcards, hitting each of the 20,000 households twice.
The campaigns were successful in meeting both of Mr. Patel’s goals: getting new customers and increasing sales. Mr. Patel saw a 36.8% increase in sales as the result of these two direct mail campaigns increasing from $9,500 per week prior to the campaigns to $13,000 per week after. He received an outstanding 2,406 responses, resulting in a response rate of 6% - above average for direct mail response rates, as reported by the DMA in 2018. He acquired 595 new customers from both direct mail campaigns.
The overall ROI for the campaign based solely on revenue generated during the campaign was 367%.
I used to use Mail Shark at my previous Marco’s location. It was a big mistake stopping Mail Shark at my other store. After signing up with Mail Shark for these past two mailings, my weekly sales increased from $9,500 per week to $13,000+. I just renewed for another mailing and will be signing my other location up for future mailings.
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