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Blue Tape's Forever Stamps PDF Print E-mail

Business Overview: In March of 1982, Andrea and Jerry Usrey opened a copy shop in San Antonio, Texas. In January 2007, Andrea and Jerry passed the torch to their son, Mitch, a former NASA engineer, who renamed the company Blue Tape because of its commitment to helping clients achieve their business objectives as efficiently as possible through the use of state-of-the-art technology and precision process management.

Program Objectives:

  • Educate clients and prospects about multi-channel marketing processes
  • Generate qualified sales leads
  • Create awareness of digital printing services

Description: Blue Tape, in its efforts to grow from a quick-print/copy business to a full-service, strategic marketing partner, used a multi-channel campaign to demonstrate the process live for clients and prospects. The postcard copy emphasized the speed and efficiency of direct mail and encouraged businesses to incorporate it into their marketing strategy. 

Blue Tape offered a free book of “Forever” postage stamps as a timely reminder that the postage rate was about to increase. It was also topical as postage is part of direct mail. The email and direct mailer used a personalized URL link as the call to action to receive the free book of stamps.  

The PURL gathered information about their use of direct mail in order to qualify the lead. Question logic was used to garner targeted responses. Subsequent pages and “thank you” emails continued the theme of exploring the possibilities of direct mail, at the same time pointing out that they were participating at that moment in a multi-channel campaign and explaining its components. 

Once the results were analyzed, a postcard announcing the results of the Forever Stamps campaign was mailed and emailed to the same audience. It also used a PURL to showcase Blue Tape’s multi-channel marketing techniques. The copy explained the importance of relevance and tracking data in direct marketing and offered a free review of the respondents’ last campaign.

Blue Tape Direct Mail Postcard 

Overall Results: 

  • 4.45% response rate 
  • 27% of respondents requested a meeting with Blue Tape
  • 29% of respondents were prospects

Email Blast Results:

  • 100% received
  •  38% opened
  • 21% clicked through

Direct Mail Results:

  • 1,945 pieces were sent
  • 1.6% visited the PURL 

Blue Tape's overall response rate of 4.45% was 142% better than what most companies get on their lead generation campaigns!

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