Easy Purl

Challenge

A major US-based hotel chain wanted to increase business by targeting meeting planners throughout North America.

Solution
ACME Solutions created a comprehensive destination Web site for the planners that included not only tailored promotions and special offers, but useful industry information, helpful tips and advice (e.g., how to plan better meetings), and information about the hotel chain itself (e.g., chef profiles, which hotels had been recently renovated, etc.).

 

To drive traffic to the site, ACME Solutions sent out a printed mailing to 27,000 meeting planners. The company did an offset job, with text and image personalization and a PURL ink-jetted on the inside of each mailing as well as below the address, where a sweepstakes offer appeared as an additional eye catcher.

 

Result

The response rate for this initial mailing was a hefty 3.85%, nearly four times the rate of an ordinary direct–mail piece. The agency executed a follow-up mailing, which also featured PURLs ink-jetted in two locations and drew 1.9% response rate, demonstrating that even a second round mailing featuring personalized URLs can elicit nearly twice the response rate of traditional mailings.

 

• 3.85% response rate
• Response rate nearly four times the rate of an ordinary direct–mail piece
• Follow-up mailing drew a substantial 1.9% response rate

Back to Case Studies