This Job Is on the BagDecember 2005
Early Express provides variable data services, printing, mailing and delivery, as well as graphic design. It specializes in helping clients improve their direct marketing efforts.
More than 2,500 cards have been sent out since the marketing program was initiated in October of 2004. With a 7.34 percent response rate, Paxar Americas has received some 200 orders that it attributes to this marketing campaign.
Myron Rheaume, the company’s marketing manager, says he has been pleased with the outcome. “For every 35 cents we’ve spent, we’ve made 65 cents profit. The yield on that promotion was a 65 percent gross return,” he reports.
These results were far better than the company’s previous promotional response rate, Rheaume adds. A 7.34 percent response rate is unheard of, he says, especially since Paxar traditionally had only been able to achieve response rates of less than 2 percent.
“The combination of our offer, along with the excellent production and graphics provided by Early Express, contributed greatly to this success,” he notes. Rheaume believes that including the previous order information was likely the key to getting such a high response rate with this project.
In light of the success it enjoyed in this effort to mine previous customers, Paxar Americas has been exploring other prospects for future direct mailing campaigns, according to Rheaume. Variable data will be an integral part of its tactical marketing plans going forward.
This case study was derived from PODi’s annual Best Practices in Digital Print research, the largest collection ever assembled of successful digital printing projects. PODi is an industry initiative with hundreds of member companies including executive board members EFI, HP, IBM, Kodak, Pitney Bowes, Quark and Xerox. Membership in PODi is open to most organizations involved in digital printing. For more information on joining PODi or submitting your own case study, visit www.mypodi.org/pi1.