From Targeted Outreach to Tangible ROI: A Direct Mail Case Study
- Jan 21
- 3 min read
Updated: May 8
Did you know that 73% of American consumers say they prefer direct mail because they can read it whenever they want? And 57% acted on direct mail offers. (Go ahead—fact check me.)
Now, think about your ideal customers. Maybe they’re homeowners with mid-to-high household incomes. Maybe they’re in certain zip codes or neighborhoods. You could blanket a city with digital ads, but sometimes, there’s no substitute for a well-designed piece of print in someone’s hand.
Let’s Look at a Direct Mail Case Study
In 2024, we launched a coordinated campaign for a client looking to reach their ideal customers. The strategy included:
Trifold brochures mailed quarterly to 750 curated households
Targeted social media ads layered onto the same customer list
Email marketing to reinforce the same message
Total Targeted Customers: 3,000 (750 per quarter)
What We Spent
Total Marketing Spend for 2024: $21,144.80
Here’s the breakdown:
Digital Ad Spend: $8,349.46 (~$700/month)
Printing & Postage: $3,795.34
Agency Services: $9,000 ($750/month)
Cost to Reach Each Customer Across All Channels: ~$7.05
That $7.05 per customer included a well-designed brochure in the mailbox, a series of 3 targeted emails in their inbox, and social ads in their feed. It wasn’t one message—it was a coordinated campaign, customized for their interests and habits.
What We Got
Form Submissions & Phone Calls: 83
New Customers Acquired: 74
Cost per Lead (CPL): $254.75
Customer Acquisition Cost (CAC): $285.74
For a local service business, that’s a highly competitive CAC—especially when you consider the lifetime value of a landscape management or ROI of a luxury design-build customer.
Plus, with 74 customers from 83 inquiries, this campaign delivered highly qualified leads—nearly 9 out of 10 leads converted—demonstrating that it wasn’t just about volume but quality.
Why This Direct Mail Campaign Worked
Right Message, Right Household: We didn’t blanket zip codes. We used list targeting based on income, homeownership, and geography.
Integrated Channels: Customers saw the same visuals and messaging in their mailbox, inbox, and Instagram feed. That builds familiarity—and action.
Trackable Results: QR codes, landing pages, and call tracking tied each touchpoint to a tangible result, so we could confidently calculate ROI.
Key Takeaway
When direct mail is part of a holistic strategy, it performs. This wasn’t about volume. It was about precision. And it delivered.
Our Direct Mail Services
We offer two flexible options based on your goals and budget:
Direct Mail Campaign – $200 per campaign
Perfect for brands that already have email or social handled and want to add direct mail as a powerful layer.
Includes:
Mailer design
List sourcing
List formatting and mail house support
Printing & postage coordination
Campaign tracking, analytics, and reporting
Printing and postage billed separately based on list size and format.
Holistic Campaign – Get a Custom Quote
Ideal for businesses that want to replicate the full results of this case study with an integrated marketing approach.
Includes:
Direct Mail Campaign Management
Email Marketing Setup & Scheduling
Paid Social Ad Campaign Strategy & Execution
Unified creative direction across all touchpoints
Campaign tracking, analytics, and reporting
We’ll build a custom quote based on your audience size, creative needs, and campaign goals.
Want to see what direct mail can do for your business?
Book a free consultation and let’s build a campaign that drives results.
Results vary based on factors such as ad spend, industry, market conditions, and geographic location. Performance outcomes are influenced by competition, audience targeting, and seasonality. This case study is for illustrative purposes and does not guarantee specific results.
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