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