Direct mail agency checklist

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The Challenge

After executing direct mail in-house for a few years, a real estate company was ready for a strategic partner to scale its direct mail marketing program at a desirable cost per inquiry (CPI) metric.

How We Helped

SeQuel recommended the FaQtor Test™ methodology to pinpoint the optimal combination of data, offer, and creative. SeQuel’s data team leveraged buyer-level intent data sources to identify the brand’s top prospects, while the creative team refreshed the client’s existing control formats with a new approach to relevant and personalized offers. The test delivered impressive CPI outcomes, including new wins with data models that broadened the customer base beyond the client’s current in-house list-sourcing techniques, as well as creative wins that became the new control. As performance was validated by unbiased analytics, the client was able to secure additional direct mail budget to expand into new geographic markets and grow their customer base.

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Campaign Testimonial:

"This is a great example of how SeQuel can help any brand improve performance, even those capable of doing direct mail in-house. We structured our services to supplement the client’s existing direct mail team and focused on providing outside perspective, expertise, and validation where they needed it."
- Angelo Licursi, Senior Marketing Strategist, SeQuel Response
Chart With Pie
0 % lift
The CPI improved 18% YoY after a full year of mailing
Matching Customers
0 % improvement
SeQuel’s prospect models improved CPI by 28% vs. the client’s in-house lists
Direct Mail Design
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SeQuel identified a new, high performing control package for the client