The number one question potential BirthdayPak clients ask: “What kind of response can I expect?” Many have a misconception that the response rate for direct mail hovers around 2%, and they are pleasantly surprised to learn the response rate for restaurants featured in BirthdayPak is typically higher. Often much higher!
High Response Rates, High Impact
“Two percent is low, particularly for the restaurant category, as restaurants are the majority of our partners,” says Paul Berman, chief executive officer of BirthdayPak and 26-year veteran of the direct marketing industry. “Based on two casual dining case studies we completed in 2017, we found a 5.08% and 6.7% response rate.” The response rate refers to physical gift cards in the BirthdayPak mailer that are redeemed at the participating business and does not include any repeat engagements!
“A two percent response is often rare air in direct marketing, be it in print, online or when the two are combined as we do at BirthdayPak.
– Paul Berman
Business partners see the high impact and value of BirthdayPak, and are clearly pleased with the return on investment it brings. In the restaurant category alone, the client retention rate is more than 82%, and other categories, such as day spas, are not far behind. In 2016, the average restaurant paid $368 monthly for this highly effective and very exclusive exposure. “I’d put this up against any form of print advertising,” says Berman.
Engaged, Targeted Exposure and Added Digital Value
In addition to exposure to 1,000 unique, affluent women per month with the BirthdayPak mailer, businesses benefit from a complementary digital component. After the recipient activates her BirthdayPak, several reminder emails are sent within the 90 day life cycle of the gift cards. These emails include the logos and website links of participating businesses. In addition, emails are distributed to BirthdayPak recipients around key holidays promoting those businesses as well. Quality online interactions could cost several dollars per click in a standard online advertising campaign. With BirthdayPak, not only are businesses reaching a highly-engaged audience, but there is no additional charge for participation in the email campaigns.
Direct Mail Remains Strong
Direct mail has many advantages: It’s measureable, can be highly personalized, and it’s been declining for more than a decade – allowing mailed pieces to more likely stand out and get read. “The success of BirthdayPak can be attributed to the quality offerings and personalized mailing that immediately builds trust with our audience. It’s a true marketing, branding and advertising platform that we are expanding into a National brand,” says Berman.
The Stats Support the BirthdayPak Approach
- 41% of people look forward to opening their mail and 93% view receiving a birthday or greeting card as positive or very positive.1
- 80-90% of mail is opened. 2
- Affluent households prefer direct mail over email.3