For Eyes optical shops and UpSwell had been working together for several years. They'd been constantly testing, learning, revising and advancing. But one area was not improving as much as wanted: Cost Per Acquisition (CPA). The client wanted to get the CPA below $50. They were willing to expand both their budget and their marketing mix to achieve that. The dedicated account manager recommended adding a new mobile marketing tool to the already successful postcard marketing program.

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Solution

A six-week-long Mail2Mobile program was put together — a new approach that combines direct mail with mobile marketing. It gave the power to deliver digital ads to the mobile devices of precisely-targeted prospects immediately before and after the direct mailers hit home. By optimizing all creative units with consistent, eye-catching design, the messaging was as powerful as it was inescapable.

An A/B test was conducted. The lists for 50 For Eyes locations got mobile ads plus direct mail. The other 50 stores got only the direct mail marketing. The Mail2Mobile group saw a dramatic drop in CPA and a corresponding rise in response rates. While both groups are still performing well, the Mail2Mobile stores are currently associated with a 12% reduction in CPA. Also, their response rates are up 30%.