Direct Mail Tuneup Gives Saturn of Greenville Better Lead Mileage
He also was frustrated with the quality of mailing address and phone number data he was getting for his direct mail campaigns, making it difficult for his sales team to follow up on mail drops effectively.
To address these challenges, Saturn of Greenville recently tested an integrated mail-Web marketing solution from New Orleans firm Dukky. A 15,000-piece campaign mailed to residents in the dealership's local market offered a $1,000 discount on a used car purchase and the chance to win $25,000. The mailing leveraged variable data printing of both personalized URLs (PURLs) and name-based personalization to entice recipients to visit an online interface hosted by Dukky, where they could learn more about Saturn of Greenville and share the offer with their networks through social media tools.
- People:
- Joe Spadaro