Nuts & Bolts - Case Study: Direct Mail Turns Crumbles Into Whole Cookie
"We got an 8 percent overall response," Godbersen says.
Zoetis sold more than $1 million worth of crumbles through this campaign, and Godbersen says he'll probably send out the direct mail again this fall. But this time, he's going to keep the Pareto Principle in mind when targeting customers. About 20 percent of recipients accounted for a large majority of the sales.
"Maybe there's some things we could do differently with that top end," Godbersen says. "Maybe more reminders. Or maybe something targeted … to them. I've also thought about maybe doing some real quick-and-dirty marketing research with those top-end, repeat customers to maybe zero-in on what would be a more attractive offer to them, going forward. So, as we continue to do this, I think we can refine that list and refine our offer to make it even more successful."