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7.0. APPENDICES
Appendix 1 – Secondary data case studies
company | industry | customers | channel | strategy | roi | citation |
direct mail campaigns | ||||||
the salvation army | charity | 5.4million cold prospects | DM | Grow new donor volumes | 262% and ￡9.5mil increase in new donors | (Third sector, 2017) |
furniture today | furniture | 200k cold prospects | DM | Dm switch from email | 1% response rate resulting in 500% new leads | (Ballantine, 2014) |
ee | phones | 2million warm leads with probability of upgrade | DM | Retain customers | 3.1% response rate, resulting in 9% new sales | (B2b Marketing, 2017) |
bmw | car | 1million purchased list | DM | Drive sales of high-end saloons with emotional dm package | 10% response rate, 43% new test drives and ￡7mil in sales | (Campaign, 2016) |
bt sport | sports | Independent pubs | DM | Raise awareness and drive bundle sales | All-time web traffic high. 80% conversions | (Marketing Week, 2014) |
digital campaigns | ||||||
gatwick airport | aviation | Mass Market | Digital Kiosks | Improve customer support | 57% increase in online buzz, 100 PR ar | |
