Personalized Direct Mail Linked to a Personal URL.
Atomic Media Works targeted customers from Metro Nissan of Redlands database that had NOT visited the store from October of 2007 to June of 2006 (3 months to 1.5 years). Customers
received a HIGHLY PERSONALIZED direct mail piece using large amounts of variable data and variable images.
The unprecedented results of this campaign are as follows:
Number of Customers: 4,850
Number of respondents: 243 (5.0%)
Number of appointments from the Personal URL:
64 (34.7% of web responders)
Number of appointments from (866) number:
179 (3.6% of campaign)
Additional Campaign Demographics Tracked:
Promotional offer (Free oil change): 41 (0.84%)
Average $$ per repair order: $210.95
Total parts and labor sales (Last visit > 9 months): $27,878 (655% ROI)
Total parts and labor sales (Last visit > 12 months): $19,882 (467% ROI)
