How We Created a Highly Targeted and Inexpensive Direct Mail Campaign and Achieved a Response Rate of 5.3%

The Story

The client was about to build a new pier that would contain space for 2 restaurants/bars/cafes.

We decided early on that the best bet would be to advertise locally because we knew that many of the owners of these restaurants/bars/cafe’s own several establishments and may have intentions to add to their portfolio or be open to re-locating to somewhere higher profile.

Objective: To motivate restaurant owners in the Tauranga area to consider moving premises to the yet-to-be-built Pier development

The 5 Step Approach (that I always use)

  1. Generate a list of ideas how to communicate with this audience
  2. Select the method that offered the best opportunity for Return on Investment
  3. Develop the creative as required
  4. Deliver the creative to the audience
  5. Measure the results

Download creative samples for this Direct Mail campaign (201 Kb .pdf)The 3 Reasons Why We Chose Direct Mail in This Case:

  1. Easy access to a list of addresses (I simply copy and pasted address details for 120+ restaurants/bars/cafes from the directory)
  2. Ability to customise the letter for each recipient so it appears the letter was personally written just for them (its easy to ignore a letter that says “Dear Sir/Madaam”, but it’s hard to ignore one that bears your name, and in this example, the name of your restuarant)
  3. Easy connection between MS Word and MS Excel by using “Mail Merge” to pump out the finished documents


It is common for Direct Mail campaigs to generate about 1% response rate. This campaign achieved 5.3% response rate.

Could your business benefit from results like these? It’s time to hire your own marketing department (but at a fraction of the cost)

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