A publisher was excited about a new product he was writing about for his investment subscribers. He wanted to know if my team and I could help get his target audience investors interested.

When I found out it was regarding new medical technology, I got excited too and told them, “You bet we can help.”

The client wasn’t selling the medical technology product. He was telling investors about it in his $74 paid-for subscription newsletter Streetlight Confidential as an investment opportunity.

I told him we should do a multichannel campaign, which consists of the following:

• Direct mail – Direct Mail to investors that had been identified as a “buy-a-like” audience, based upon Transactional Data Modeling (TDM) (Click HERE to see my article on Transactional Data Modeling (TDM): Your Secret Weapon to Increasing Leads Clients and Profits.)
• Digital – We also did an extensive digital campaign that involved a variety of ads, including native ads
  Pre-rolls and video
• Email – Email drip series, email conversion series, and prospect email
• Meta – Social media ads
• Paid Search – Search engine marketing
• Landing Page – Direct response landing page
• Direct Mail Retargeting. Anyone going to visit the website is identified with their physical address and sent a direct mail piece.

For the direct mail, we decided to create several different formats for the campaign.

They included a Newsalog (Click HERE to see my article about Newsalogs entitled, “Newsalog” Generates 80 to 1 ROI: 6 Reasons Why It Was So Successful… [And Won a MarCom Gold Award]), and a Magalog (Click HERE to see my article about Magalogs entitled, The Amazing Magalog — How it Can Give You A 3:1 ROI On Your B2C (Gold Award Winner for Best Direct Mail Package.) all of which used direct response copy highlighting the product’s benefits.

The results were outstanding.

• ROI of 5.38 to 1
• The direct mail and the digital campaign netted 11,377 new buyers
• The direct mail generated 2,057 new buyers
• The direct response copy for the landing page showed an impressive average time on the page, 3 minutes and 42 seconds.
• 310,000 unique users were driven to the client’s website, all of which received digital and direct mail retargeting (Click HERE to see my article entitled, Boosting Email, Landing Page and Direct Mail Response: 6 Overlooked Copy Tactics To Lower Risk, More Leads or Sales.)
• The best-performing channel was the Newsalog format direct mail piece, which produced a lower cost per sale than the other marketing channels.

Interested in creating a powerful breakthrough campaign?

Would you like to see what a Magalog or Newsalog really looks like?

We’d love to answer your questions.

Give Michael Oppenheimer a call at 615-933-4647 or email him at [email protected].