Wingra Technologies - Stick to the Basics! (800 words)
Once the offer was developed, we created a three-tiered campaign. Each tier was mailed one week after the other. A three-tiered campaign was feasible with a high-priced product.
The campaign went to 5,000 information technology executives with titles such as CEO, e-mail administrator, etc.
Tier one included:
• A two-page, one-color testimonial letter, written by an information technology industry analyst.
This highly personalized letter (lasered on the analyst's letterhead) was hand-signed and the envelopes were hand-addressed.
• A live first-class stamp on the outer envelope, which featured the return address of the analyst.
• A BRC.
We even mailed the 5,000 letters from Palo Alto, CA, so the postmark would be from the same ZIP code as the industry analyst.
Was the personalization expensive? Yes, but it was more than worth it. Plus, we saved a lot of money by not using four-color printing; not using expensive paper stock; having simple graphics and no original artwork or photos. We took that savings and spent it on something that we knew would work: personalization.
The response and projected payout were so strong that it more than justified the cost of personalization. "I knew that our prospects receive a mountain of mail … we needed something that would stand out. This worked," Nelson adds.
Tier two consisted of:
• A two-page, three-color letter from Wingra's president, Jan Eddy.
• A live first-class stamp on the outer envelope.
• A BRC.
Tier three contained:
• A three-color double postcard mailed first-class.
• A tear-off BRC.
• Ink-jetted addresses.
Why it Worked
It wasn't one or two techniques, but a combination of seven proven techniques that created an extremely successful campaign. Here's what we did and what you can try as well.
1. Use a multi-tier approach. We knew after three tiers whether or not a prospect was a solid lead.