Key Takeaways

• An investment company generated an 8.5x ROI through a targeted marketing campaign built around direct mail and supported by other marketing channels.
• The campaign included 249,834 mailed names across carefully selected investor audiences.
• Results varied dramatically by audience, demonstrating why precise targeting matters more than simply reaching a larger audience.
• One investor universe generated a 79.76x ROI, while several others generated returns many times higher than the overall campaign average.
• Our Transactional Data Matrix (TDM) uses transactional and behavioral data to identify valuable prospects and find additional prospects with similar characteristics.
• The campaign demonstrated why modern direct mail can be so effective when sophisticated data, precise targeting, strong creative, and measurement are brought together.
• Direct mail is only one part of what my team at CDMG does. The same data and targeting intelligence can support a broader multichannel marketing strategy.

 

Direct mail is dead.

I’ve heard that one plenty of times… but I don’t buy it.

In fact, it’s remained as one of marketing’s greatest secrets for high ROAS.

Recently, a publishing client in the investment space came to my team at Creative Direct Marketing Group with a challenge.

They had a great story they wanted to put in front of the right audience.

The publication covered investment opportunities and companies in areas such as mining and energy.

The challenge wasn’t simply reaching more prospects.

It was reaching the right people.

People who were already interested in the subject.

People who were active in the market.

People who were more likely to pay attention to the type of information the publication provided.

So we built the campaign around the audience, highlighting one of the company’s top stock picks.

And the results were significant.

The overall campaign generated an 8.5x ROI.

But the 8.5x was only the beginning of the story.

When we looked at what happened by audience, we found some extraordinary differences.

One investor universe generated a 79.76x ROI.

Another generated 59.84x.

Another generated 43.17x.

That told us something every marketer should pay attention to:

The audience can make all the difference.

The Number of Names Wasn’t the Most Important Part

The campaign ultimately reached 249,834 names through direct mail.

But the number of names wasn’t the most important part.

A name is not just a name.

The behavior behind that name matters.

And the response from that name can teach us how to find more people who are likely to respond.

We Didn’t Stop When the Campaign Was Over

A lot of marketers look at the final number and move on.

We don’t.

We want to know why we got the result.

We can connect campaign results back to the investor audiences that received the marketing and see which groups generated the strongest response.

Then we can ask:

What do these people have in common?

Why did this audience outperform another?

What characteristics do our strongest responders share?

Where can we find more people with similar characteristics?

That’s how a campaign becomes more than a campaign.

It becomes a source of intelligence.

We test.

We measure.

We learn.

Then we use what we learned to make the next campaign smarter.

And this is where TDM becomes particularly valuable.

Transactional data can give us another layer of insight into the people who demonstrate valuable behavior. Instead of simply identifying a successful audience, we can study the characteristics and behaviors associated with that audience and look for additional prospects who exhibit similar patterns based on past buying.

The objective isn’t to collect more data for the sake of having more data.

The objective is to make better marketing decisions because of the data.

Direct Mail Is Only One Part of the Strategy

Here’s another important point.

Direct mail was a major component of this campaign, but it’s only one part of what we can do.

The same audience intelligence can inform digital advertising, email, retargeting, and other channels.

That’s why I don’t think marketers should look at direct mail and digital as an either-or decision.

The better question is:

Where are your best prospects, what message will matter to them, what will give us better ROAS, and what combination of channels gives you the best opportunity to reach them?

A prospect identified through transactional data can be reached through multiple channels.

And done right, direct mail combined with multichannel marketing can increase response an average of 89%.

And campaign results can tell us where to put more of the marketing budget.

That’s the power of a multichannel approach.

The channels don’t have to operate independently.

They can make each other smarter.

What This Means for Your Marketing

The example we’re discussing happened in investment publishing.

But the underlying lesson applies to almost any service.

If you’re a marketing director or business owner, don’t start by asking:

“Should we do direct mail?” or “Should we do digital?” or “Should we spend more on advertising?”

Start with better questions.

Who are your best customers?

What do they actually do?

What do they have in common?

How can I find more prospects?

What message will matter to them?

How will we measure the response?

Those questions should come before the channel.

Because the channel is only part of the equation.

Audience + data + message + channel + measurement is what creates a real marketing strategy.

The Bottom Line

This campaign generated an 8.5x ROI.

But the most valuable takeaway wasn’t simply the 8.5x.

It was what the data revealed underneath it.

Some audiences dramatically outperformed others.

That gave us information we can use to make future campaigns smarter.

It also demonstrated why modern direct mail shouldn’t be dismissed as an outdated marketing tactic.

When you combine sophisticated data, transactional intelligence, precise audience targeting, strong direct-response creative, direct mail, measurement, and multichannel strategy, you have something much more powerful than simply “sending mail.”

You have a system for finding the right people, reaching them with the right message, measuring the response, and using what you learn to make better marketing decisions.

Action:

If you’re a marketing director or business owner trying to get more from your marketing budget, the question isn’t whether direct mail is dead.

The question is:

What could happen if you combined better data, better targeting, better creative, and the right mix of channels around your best prospects?

That’s the kind of marketing strategy my team at CDMG and I build.

Want to See What We Could Do for Your Business?

My team at Creative Direct Marketing Group can help you identify the audiences that matter, develop the right message, determine which channels make sense, and measure what happens after the campaign goes live.

The goal isn’t simply to generate attention. It’s to generate the right attention and turn it into measurable results.

Call Michael at 615-933-4647 or email him at [email protected].

FAQs:

Q: What results did the campaign generate?
A: The overall campaign generated an 8.5x ROI. Performance varies depending on the audience, offer, creative, and channel mix.

Q: How many investor names were included in the direct-mail campaign?
A: The match-back data shows 249,834 mailed names across the investor audiences included in the campaign.

Q: Why did investor targeting matter?
A: Results varied dramatically between investor universes, revealing which groups were most responsive and improving future targeting.

Q: What is a Transactional Data Matrix?
A: A Transactional Data Matrix (TDM) uses transactional and behavioral data to identify valuable prospects and find additional prospects with similar characteristics.

Q: Is an 8.5x ROI typical?
A: No. Campaign performance varies based on the company, audience, offer, creative, and channel mix. The 8.5x figure represents the result for this specific campaign.

About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:

• Tested more than 10,000 digital marketing variables.
• Mailed over 10 million pieces of direct mail in the last year alone.
• Won more than 120 awards for marketing excellence.

Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.

Let CDMG Be Your Partner in Driving Growth 

Media Help, Copy Help, Testing Help, D2C, and e-Commerce Help 

CDMG is more than an ad agency 

Let us be your second opinion 

CDMG’s award-winning team, run by marketing veterans Craig and Caleb Huey, is dedicated to improving your advertising, marketing, branding, and bottom line with a proven approach that maximizes response rates and ROI. 

With expertise in media, data, digital, and creative strategy, we’ve earned over 120 prestigious awards, in 2024 alone. 

Why CDMG? 

• Proven Success: 120 prestigious awards in 2024 alone. 

• Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI. 

• Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered. 

• Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 

Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more! 

Our team has launched new products… and helped reposition companies to a higher level. Our strategies and tactics have generated leads, and built powerhouse e-commerce programs that have helped turn small businesses into multimillion dollar success stories and grown large companies. 

Our formula is data driven, accountable advertising that supercharges your growth. Every campaign is crafted precisely, focusing on what matters most to drive your success. 

Let’s discuss your marketing challenges and give you a second opinion. 

Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected]. 

Start transforming your marketing results today with CDMG, Inc.