Wingra Technologies - Stick to the Basics! (800 words)
by Liam Crotty
Proven direct response techniques are the cornerstone of any successful direct mail campaign. Using the same 5,000 prospect names, Wingra Technologies went from a bleak six responses to an impressive 344 by incorporating seven classic direct-response tools. These techniques can be applied to virtually any industry—including your own.
The Direct Mail Challenge
Wingra Technologies of Madison, WI, is a business-to-business software company that is an industry leader in e-mail migration—the process of merging many different e-mail systems into one seamless package. Wingra had been creating its direct mail packages in-house to promote its e-mail migration software and generating minimal results. The company's efforts hit a low point early in 1998 when it sent a mailing to 5,000 prospects and generated only six sales leads.
Dave Nelson, Wingra's director of marketing, quickly decided he needed to bring in direct marketing professionals to create the next campaign.
From 6 Leads to 344
Wingra set its new campaign objectives based on the response to its last mailing. Its goals were to generate 50 qualified leads that netted one or two sales (the average price for Wingra's software and service is just over $100,000).
We first analyzed Wingra's previous campaign against the classic direct mail formula: The product, list and offer each have about a 30-percent impact on response while the creative has about 10 percent.
We concluded that Wingra's product was excellent and the list of 5,000 names was right on target. That left the responsibility for the poor response to offer and creative. Wingra's mail piece had no offer and the creative contained very few direct-response techniques.
In creating a new direct mail campaign, we spent a lot of time crafting a sound offer—and it paid off. The campaign offered a free report titled: "The 10 Most Common Mistakes Enterprises Make When Migrating Between E-mail Systems." This offer would automatically qualify those prospects who had either just changed e-mail systems or were planning to do so in the near future.