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Rosenfield Raymon Pielech PC
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WHO:
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Rosenfield Raymon Pielech PC, a public accounting firm based in New Bedford, MA.
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WHAT:
Rosenfield Raymon Pielech launched a 1,010 piece business-to-business Customized MarketMail™(CMM) test mailing in southeast Massachusetts. The object of this first mailing was to acquire new customers.
The pieces were part of a four-stage customer acquisition mailing campaign titled “Reach Out to A Prospect.” The mailer was sent to prospective clients in the region who listed annual revenues from $1 to $20 million. Rather than send an expensive, flashy 4-color piece, Rosenfield Raymon Pielech decided to test a simple black and white monochrome mail piece. They used a straightforward design—no graphics or images—and text was limited to the firm’s name, the names of the firm’s partners and a listing of whom to contact for more information on Rosenfield Raymon Pielech’s services. Originality was achieved in its unique shape: a wholly round, circular piece of mail. “We wanted to do something really creative and turned to our printer, Professional Business Printing, of Fall River, MA, who suggested Customized MarketMail, a newly available option in Standard mail advertising, made possible through the U.S. Postal Service,” said Erik Dorsey, director of marketing for the New Bedford, MA firm.
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RESULTS:
The test mailing achieved a 20 percent response rate (approximately 200 requests for meetings)—a tremendous number in Direct Mail measurement metrics. According to Dorsey, the campaign “generated leads so quickly that the firm had to schedule meetings two to three weeks in advance to meet customer demand. This is our best direct mail campaign ever. We credit the Postal Service’s Customized MarketMail offering with providing us with the ability to break through the clutter and get our message across to prospective clients.”
Rosenfield Raymon Pielech spent approximately $.90 per piece, including postage, for a total cost of approximately $1,500. Dorsey sums up the rationale for CMM concisely, “As a small firm, you are always looking for innovative ways to generate business on a shoe string marketing budget. We have been pleasantly surprised by the impressive results we have achieved to date, and look forward to increasing the size of our future Customized MarketMail client acquisition campaigns.”
View front of mailpiece (jpg).
View back of mailpiece (gif).
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