1. Using Personalized, Relevant Communications to Improve Conversions
Direct Mail Test
Using Personalized, Relevant Communications to Improve Conversions

2. Four pieces sent to leads at least 90 days old:
Test One
Four pieces sent to leads at least 90 days old:
Small Post Card
Newsletter One
Newsletter Two
Pre-populated App
Mailed over a 60-day period
Multiple locations in the test
Thumb nails of each piece to the right

3. The First Piece: Small Post Card
Return address from local school
Mailed first class
School look and feel
“Offer” to encourage visit
Show bigger images of card

4. Pieces Two & Three: Newsletters
Mails third class
Return address from local school
Map of local school
School grad featured on front
Industry-related stories inside
Show larger images of pieces

5. Piece Four: Pre-Populated App
Mails third class
Double window envelope shows local return address
Personalized letter from local school director
Application pre-populated with prospect data
Postage-paid business reply returned to Nn
Show larger images of app

6. Cost & Results $3.40 per prospect
Includes postage, personalization, printing
Mailed to 2242 prospects
Total cost: $7,622.80
21 Enrollments to date from this discrete population
1% lead to start – for old leads!

7. Recommendations: Mail to old leads 4x each year:
July | September | January | April
Expand to all locations
If budget is an issue, reallocate resources by discontinuing to use the lowest converting internet lead provider

8. Thank You Lavonna Tatum-Tunstall Project Manager 708 478 1144 ext 232
Vince Norton
Managing Partner
ext 222