Case Study

Case Study:

Delivering Tangible Impact with Every Mail Piece

Summary

A local mattress retailer wanted to double its sales in one year. The company, which had a strong local reputation, needed to expand its customer base beyond walk-in traffic. By partnering with Mail America for a data-driven direct mail campaign, the retailer achieved a 100% increase in year-over-year sales and a 3x return on marketing spend.

Challenge

The retailer sought to double year-over-year sales at its Fort Wayne location. Despite a loyal customer base and a strong local reputation for quality and service, the single brick-and-mortar store relied heavily on foot traffic. To meet its growth goals, the retailer needed a more targeted approach to reach new, untapped potential buyers in nearby neighborhoods.

Solution

Mail America created a full-funnel campaign for the mattress retailer.

The campaign included:

Prospecting mailers sent to new movers and nearby households.
Promotional offers with urgent language, bundled discounts, and in-store offers.
A mix of postcard formats to build awareness and encourage in-store action.

The prospecting phase targeted homeowners in specific zip codes around Fort Wayne using mover data and household demographics. The offers included exclusive promotions like adjustable base bundles, pillow packages, and trial reminders to encourage conversions.

Result

Year-over-Year Sales: Increased by 100% at the Fort Wayne store
Response Rate: 2%, which was well above industry averages.
Average Order Value (AOV): Increased by 20%, driven by product upgrades.
Return on Marketing Spend (ROMI): 3x, based on incremental revenue versus spend.

A sales director at the mattress retailer stated, “The direct mail campaign didn’t just bring people through the door it brought in the right people” and noted a “huge uptick in foot traffic and sales”.