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Comcast was seeing diminishing returns on their direct mail efforts due to message and response fatigue.

Direct mail drives sales [Work]

12 Dec 2016

Comcast was seeing diminishing returns on their direct mail efforts due to message and response fatigue. GA Creative developed a strategy to increase the number of new prospects in the lead funnel. 

Through a combination of predictive and zip code modeling, we were able to group prospects with similar interests for effective audience segmentation. Instead of leading with a discount, creative led with engaging and humorous graphics, focused on the benefits of internet service through Comcast, and used an offer to motivate response. The campaign met highly aggressive stretch sales goals and achieved response rates three times the average response rate, with a lower cost per lead and impressively high conversion rate.

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Tags: Work, Collateral