HOME : ARTICLES: INCREASE YOUR ROI WITH CDS

Here is a little secret to increasing your return on investment on any direct mail campaign. Use CDs! You know that half the battle is getting your prospect to open your package and view your marketing message. Most people open their mail over their office bin. You can refine and profit from your campaign by using attention grabbing CD packaging, using the CD to deliver your message and then tracking your results using tracker CD technology.

A study conducted by Cambridge Associates shows that using a CD can increase the response rate of a direct mailing campaign from the typical 3% expected for printed materials to 7%. Also conversion rates may be increased by as much as 20% and the recall of your content is typically 40-50% higher than if you used a printed brochure. These are incredible figures which can add thousands to your profits from one campaign. In addition, because of the high perceived value of the CD, your prospect is more likely to pass it along to friends and family. You may think that the creation and distribution of a CD is far more expensive than a printed brochure. Not at all. According to the study, the CD campaign can cost 10 - 40% less than a brochure.

Let's say you transfer your 32 page brochure into an exciting CD presentation with links to your website. The content is replicated onto an 8cm mini CD and packaged either in a postcard CD, mailpack or some other high impact self mailer. You post 10,000 CDs out to a mailing list of prospects. At this stage, you have already saved as much as 40% on postage costs because you are mailing a much lighter package. Your prospect receives the package and immediately discounts that it is junk mail. Your package is opened and your prospect views the contents of the CD. Because you have used tracker CD technology, you have bonus material and incentives waiting for your prospect on the secure website. In fact, you were able to tailor different offers to different sections of your list. Your prospect can connect to your website for immediate purchase or they may supply further information which will assist you with future marketing. You can collect and measure the response of all your posted CDs and track who viewed the CD, who bought and who didn't buy. Phenomenal success is possible using a CD and a strong marketing message.