A Hybrid Call to Action
Swasey believes that Netflix is today’s new “anchor mail”—an anticipated mailing which gets prospects out to check their mailboxes daily. “We’re a [mail] piece that people look forward to running out to their mailbox and getting,” Swasey remarks.
To align its direct mail marketing with the excitement members feel upon receiving their rentals, the tell-a-friend self-mailer is designed to resemble the red-and-white rental envelope. “It’s all consistency … we want to be the place you go for movie enjoyment made easy—just a great place connecting you with movies you love. So everything has to look the same, and when you see the red mailer, that’s an iconic piece of mail,” Swasey shares.
Unique priority codes on each trial card make this mailing completely trackable. Combining direct mail results with other internal research, Netflix reinforces the success of this marketing program. “We always poll Netflix members randomly about their satisfaction. We ask them what’s the likelihood that they will recommend Netflix to a friend, and more than 95 percent of our members tell us they recommend Netflix to friends,” Swasey reveals.
Netflix also employs traditional A/B tests to continually improve its efforts. “The beauty of Netflix is we can do a test cell of tens or hundreds of thousands of members overnight, because we’re an internet company, and we have all of that data. We have 8.2 million members, so we have hundreds of tests … It is a metrics-driven company, and it’s all done on the back of really sophisticated A/B testing,” Swasey describes.
While the results remain confidential, Swasey says the campaign is successful and will continue to mail. “We’re not doing anything at Netflix that isn’t returning a good ROI, retention of membership or growth of membership for us,” he concludes.