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.
