Direct marketing is both art and science. Summit Marketing approaches the process with data to predict response conversation and ensure the best response. We use a variety of control packages for both commercial and nonprofit direct marketing, and develop alternate packages to test against the controls.
By unifying and coordinating your direct mail and digital efforts, we increase the likelihood that more recipients will connect, absorb and respond to your message.
• Data-driven Optimization
• List Rental
• Offline and Online Integration
• Segmentation Strategy
• Research, Testing and Analytics
• Print Buying and Production Management
direct mail campaigns
Connecting Through Direct Mail
Woodard Cleaning and Restoration had a goal to increase new customers and influence past customers to continue scheduling regular carpet and rug cleanings. Our Data & Analytics and Creative teams worked together to identify the right people to target and the best messages to communicate via direct mail campaigns throughout the year. Each oversized postcard has a distinct look that promotes the Woodard brand and stands out in the mailbox.
Christmas Donor Direct Mail Test
Summit Marketing’s control Christmas package, Thank God, had been unbeatable for many years. The challenge to create a package that outperformed Thank God in response rate and average gift amount resulted in the creation of the Be The Good Christmas package. This new appeal achieved an average 8% higher response rate with an average gift of $43 versus $42 for the control, a total increase of 2.4%.
Multi-Channel Superbowl Ticket Sweepstakes
Tide Dry Cleaners wanted to create a campaign around a giveaway of two Super Bowl tickets and a travel stipend. Summit Marketing worked with the National Football Conference to create a multi-channel campaign in which dry cleaning customers from around the country were entered to win. The more a consumer visited Tide Dry Cleaners stores, the more times they were entered to win. Summit Marketing was responsible for in-store materials, an email series, search and digital. The digital ads reached over 80,000 people, and the consumer emails garnered more than 7,000 clicks. The campaign was considered such a success that it won a Silver KCDMA 2017 AMBIT award.
personalized and bulk
direct mail communications
Direct Mail Communications
Summit Marketing has worked with Quest Diagnostics for over a decade to offer various programs providing discounted laboratory testing under a health benefit plan, offer free lab work under Quest’s medical plan and distribute surveys to ensure customer satisfaction. We have developed personalized and bulk direct mail communications for Quest to distribute their Lab Cards and survey mailings. Additionally, Summit supplies production services including printing and letter shop, data entry, and creative and promotional trade show materials. We provide consistent, quality service and production expertise that allows Quest Diagnostics to thrive in a fast-paced, consumer-driven industry.
Direct Impact in their Community
A local humane society wanted to enhance its response rate amongst donors and adopters, as well as acquire new donors during the holiday season.
Summit Marketing deployed a direct mail marketing approach consisting of spring and fall newsletters and four holiday and year-end appeals. Using the client’s donor data files, we conducted an audit to discover insights and trends of their current donor database and fundraising efforts. From there, we implemented segmentation, processed address changes, eliminated duplicates, and utilized CASS to confirm the accuracy of addresses. For each mail piece, we created personalized stories with custom imagery, allowing recipients to see the direct impact their gifts make in their community.
The newsletter boasted a response rate of more than 17% — well over industry standards. The four donor appeals and fall newsletter — sent over a three-month timespan — brought in nearly $44,000 net dollars raised, with a cost-per-dollar raised of 46 cents.