Is there such a thing
as viral direct mail?
Of course.

DEWALT Tools Canada
recently ran a very successful referral campaign.

Recipients of an opt-in direct marketing campaign
were given a coupon book
to hand out to friends.

Customers gained points
towards a prize
every time a friend redeemed a coupon.

Cosmo Mariano
from Lift
explains
“Once people recognized
we were tracking the coupons
they gave to their buddies,
they knew it was credible
and it went gangbusters.

We had over a 50 percent response rate
and thousands and thousands of referrals.

The viral component alone
generated more than enough revenue
to pay for the campaign.”

* Source: Canadian Business, March 30, 2009

This entry was posted on Saturday, June 13th, 2009 at 6:00 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.