Excerpt from “Anderson Canyon Nails 200x ROI Through Direct Mail Video”
By working with UviaUs and video content producer Shakr, Anderson Canyon was able to create customized direct mail pieces that featured video players inside of a branded package. Recipients of these packages could click a button on the player to watch a video showcasing the company’s portfolio.
In addition to the video, Anderson Canyon included a personalized letter explaining why it was reaching out and what it could offer. The letter also included a call-to-action inviting recipients to set up meetings with Anderson Canyon’s team or speak with someone at the upcoming Great Houston Builders Association PRISM Awards—an event where Anderson Canyon would be recognized as a finalist for its work. The letter further explained that an Anderson Canyon representative would follow up with the recipient if the company did not receive a response.
Finally, Anderson Canyon put a QR code on the video player to direct recipients to its website.
The campaign, which officially launched that September, delivered significant ROI. Out of the 14 people Anderson Canyon mailed, two responded to the piece. Of these two respondents, one signed a deal worth approximately $258,000. If the other deal, worth about $441,000, goes through, the campaign will have generated approximately $699,000 in business opportunities.
As a result of this success, Jones says that Anderson Canyon intends to send more of these video mailers in the future.
As for those looking to replicate Anderson Canyon’s success, Jaycen Thorgeirson, founder and CEO of UviaUs, advises marketers to focus on developing content that’s tailored for the specific medium and to experiment with channels where few marketers are playing. And instead of sending this content to all of their prospects, he says, marketers should hone in on the ones most likely to convert to reserve resources.
“Instead of targeting 100,000 people, why not identify your top 1,000 targets?” he asks. “[They’re] the people that you know are your ideal customer, rather than hedging your bets on sending mass amounts of content (whatever medium that spend is through) and then looking at the leads and saying ‘Is this really the best marketing-qualified lead or sales-qualified lead that I’ve delivered?”