Money Mailer is a direct marketing company that has been in business since 1979. They specialize in direct mail campaigns and have expertise in targeting high-income homeowners. Their mailers typically have high open and read rates. They work with over 30,000 clients each month across the US to deliver marketing messages through direct mail. Testing has shown that increasing the frequency of direct mail exposures can significantly increase response rates over time, with response rates leveling off after the fourth contact. Data also indicates that direct mail can be highly effective at driving consumers to websites, with print campaigns driving over 140% more web visits than phone calls in one test.

1. Money Mailer
Marketing Programs Designed to Deliver Quality Leads, Raise Awareness,
& Build Business

2. • Founded in 1979
• Experts in placing your business
message into high-end single-family,
owner-occupied homes
• 95% recipients report opening our
package
• 82% high-end consumers report
viewing each message
• Over 30,000 unique clients use our
services each month across the U.S.
Who We Are

3. • Business owner set goals starting
on January 1
• By April 15 he was not hitting goal
• Therefore, taking less from
business than expected and
working longer hours
• Needed to increase cash flow
• We provided additional dollars of
revenue for pennies
Example of Service

4. • How are you progressing on your
2016 business plan?
• What are you doing to hit your
plan?
• What’s not working as planned?
• May I provide some thoughts?
Tell me about your business

5. Direct to Consumer Multi-Channel Communication Company
Our Services

6. Invest to Acquire a New Customer
Source: DMA
Harvard Business School of Business:
Concept of Lifetime Value of a Customer
• Helps a small business owner arrive at the
dollar value of long-term relationship
• Helps owner decide how much money to
spend to acquire a new customer.
While most FIRST TIME sales won’t result in a
profit, they will ultimately yield a greater profit
to the business in the long-term.
HBR November 6, 2012

7. According to the Direct Marketing Association, most successful businesses
spend 1/3 the lifetime value of a consumer to acquire
Invest to Acquire a New Customer
Source: DMA
Audience
40%

8. Primary Reason to Advertise is to
Create Demand
That’s why 2/3 of Ad Spend is on
Acquisition

9. How Businesses Are Spending
– Acquisition (creates demand)
• TV
• Direct Mail
• Radio
– Search (satisfies demand that already exists)
• YP/Newspaper/Magazine (Old way)
• Internet (New Way)
SearchAcquisition
7.3
6.4
20.6
22.6
17.7
15.1
7.2
16.1
44.5
68.5
Media Spend
$229.4B
2014
Source: Winterberry Group analysis of multiple sources - 2014
Display and Search reflect spending on desktop and mobile
TV
Direct Mail
Outdoor
Radio
Magazines
Display
Search
Newspapers
Yellowpages
Other Digital & Print

10. How are consumers finding you?

12. “Millennials use paper coupons more than twice digital.”
“Top selling iPhone app is AdBlocker.”
11/2/15

13. 1. The audience you target
2. The offer or proposition you make
3. The creative execution you choose
Offer
40%
Creative
20%
The Foundation of Direct Marketing
3 Key Factors
Source: DMA
Audience
40%

14. U.S. Money Mailer
Median HH Income. $52,069 $87,692
% of HH Income
over $100,000 20% 39%
Median Adult Age 36.1 38.1
Home Owner 67% 78%
Attended College 56% 71%
Average Net Worth $245,069 $355,680
Source: U.S. Census Data - Bureau of Labor Statistics
Why our Direct Mail Creates Results
It’s the Audience

15. Money Mailer Zones Are
Configured to Reach the Best
Households
Source: Census Data: modeled to 2013 – Applied Geographic Solutions
(AGS)
Source: Census Data: modeled to 2013 – Applied Geographic Solutions
(AGS)

16. Deliver in Increments of 10,000 Highly Selected
Homes
Over 1800 Zones Nationwide

17. Challenge:
New Money Mailer Direct Response client wanted to test and
measure co-op envelope’s impact on phone calls.
Strategy:
Featured the same offer & creative to the same consumers
for four consecutive months to determine the impact of
frequency measured by number of phone calls.
Results: Prorated to 100 calls for March
 Apr 100% increase over Mar calls
 May 550% increase over Mar & 225% over prior month
 Jun 600% increase over Mar & 8% over prior month
Response rates “settle” into a predictable range after the
fourth insertion to the same consumer. Consistent with
“Cumulative Probability Curve” which you learned in
Statistics 101.
New Money Mailer Direct Response Client
tested same Offer/Consumer Profile 4X
Frequency Drives Response!
Source: Money Mailer Case Study, July 2013.

18. Use Call tracking to Measure Response and
Improve Campaign Performance
 Improve ad spend with informed
decisions
 Prove Marketing ROI/CPL
 Optimize Phone Performance
 Coaching
 Improve Lead Conversion
 Increase Sales
Features and Benefits
 Local and Toll Free Numbers
 Call Tracking
 Scheduled Reports
 Call Recording
 Call Tagging
 Custom Call Scorecards
 Campaign Goals and Alerts
Measuring Response

19. Challenge:
Successful direct response client (print: drive to call
center) wanted to measure and understand number of
Web hits compared to phone calls.
Strategy:
Feature the unique landing page URL prominently
adjacent to the phone number.
Results: “Web Visits vs. Phone Calls”
 Jan 2.1x more web visits than calls
 Feb 3.2x more web visits than calls
 Mar 2.0x more web visits than calls
For a client that utilizes Money Mailer for the results we
deliver via their call centers … Over a three-month trial
with 38.9 million print impressions, Money Mailer drove
141% more Web visitors than phone calls!
Direct Response Client Results Show Web
Visits Outnumbered Phone Calls by 141%!
Offer.Live/yourwebsite.com
Source: Money Mailer Case Study, June 2013.
Does Print Drive Consumers to Web?
Here’s the Proof