Vocus on Data
While it's a common refrain from most companies to say that data is at the heart of their marketing decisions, very few back up their words with action like Vocus. The provider of on-demand software for public relations management showed this in its latest quarterly direct mail offering, dropped in mid-July.
Immediately, recipients encounter the invitational-style envelope of the mail piece. According to in-house research done by Vocus over the last five years, invitational-style envelopes consistently have outperformed other envelope styles in getting recipients to open the piece.
As recipients open the envelope, they are again greeted by design and content decisions based on data, all revolving around the central goal of the mail piece-to get recipients to schedule product demos of Vocus' on-demand software. To help drive the lead generation campaign, Vocus makes an attractive offer to recipients: In exchange for taking the product demo, recipients receive a free $50 Barnes & Noble gift card (Archive code #836-700506-0908).
"The demo offer is an incentive essentially to get people to simply look at the product, because once they do we have such a strong response to it that it makes the offer make sense," says Inga Broerman, Vocus' vice president of marketing, noting that Vocus has done extensive research to ensure including this offer makes sense financially. "We analyze every possible metric that you can imagine, and we know what the results of those are down to the ROI of individual test cells."
Barnes & Noble wasn't chosen at random from a group of retailers. Based on response to previous offers, the bookseller has proven a popular choice for Vocus' targeted demographic of public relations professionals and marketers. "Our audience tends to be focused on acquiring information, and for synthesizing that, Barnes & Noble really appeals to them," says Broerman.