Client Background: Magnolia Companies
Since 1950, Magnolia Companies has been a trusted provider of expert plumbing, heating, and air conditioning services across Maryland, Northern Virginia, and Washington, D.C. areas. Known for their commitment to customer satisfaction, they offer a 100% Satisfaction Guarantee and boast faster response times with their GPS-enabled fleet. With extended service hours and a dedication to quality and savings, Magnolia Companies ensures peace of mind for both residential and commercial clients.
The Challenge: Expand & Reengage Client Base
Magnolia Companies focuses on serving three distinct demographic targets: residential homes, commercial businesses, and government offices. Seeking to expand their client base and reengage previous clients, they needed a marketing partner with expertise in direct mail campaigns that could deliver targeted messaging and visuals to each segment. Magnolia Companies chose to work with Strategic Factory due to their proven track record in branding and marketing, their ability to execute comprehensive A/B direct mail campaigns, and their reputation for providing seamless, end-to-end marketing solutions. Strategic Factory’s expertise ensured that Magnolia Companies could effectively reach and engage their segmented target demographics with precision and impact.
The Process & Solution: A/B Marketing Campaign
Strategic Factory implemented a comprehensive A/B tested marketing campaign that integrated direct mail with Direct Mail Booster, our omnichannel marketing technology. This backed each mail piece with additional touches via social media, email, web ads, call tracking, and QR code scan tracking, providing highly valued data that all sales teams dream of using. The campaign was split between residential and commercial audiences using variable data technology for highly targeted messaging and imagery to each demographic, optimizing reach and engagement over nine months.
Residential Segment: The campaign targeted homes in Alexandria, VA, Washington, D.C., Bethesda, MD, and Chevy Chase, MD.
Commercial Segment: The campaign focused on businesses and government offices within the same areas, extending further beyond Bethesda and Chevy Chase, MD.
Campaign Timeline: The campaign was deployed in waves across four key dates: September 2023, December 2023, February 2024, and May 2024 with additional waves coming before the end of 2024. This phased approach helped build familiarity and increase touchpoints with the target audiences.
Direct Mail Booster Technology: The use of multiple touchpoints across a variety of channels boosts impressions per piece leading to higher conversion rates.
- Social Match– Match Facebook and Instagram accounts to the mailing list to deliver social ads to feeds before, during, and after the mailer hits
- Informed Delivery®– Add a touchpoint and full-color clickable ad through the USPS’s daily mail preview sent via email. Receive a list of who on the mailing list received the email, opened it, and clicked on the ad to show campaign attribution.
- QR Code Scans– Maximize engagement with static or personalized QR Codes. Increase and track the response to mail through our custom reporting dashboard to see various types of scan data including who scanned.
- Call & Text Tracking– Track campaign effectiveness by recording every call/text that comes in as a result of the mail campaign, with contact information of respondents when available. Engage prospects and drive incremental conversions by delivering coupons and URLs via SMS from the same call/text tracking number.
- Web Ads– Re-engage website visitors who left without converting by reminding them of their interest through retargeting ads on the Google Display Network.
- Social Media Follow-up– Re-engage website visitors who left without converting by reminding them of their interest through retargeting ads on Facebook and Instagram.
Data-Driven Adjustments: By analyzing each wave’s results, Strategic Factory made data-driven adjustments and refined the campaign for improved performance in subsequent waves. This iterative process ensured that the campaign remained dynamic and responsive to audience behaviors and preferences.
The Results: Boosted Engagement Rates, Impressions, and Leads
Average engagement rates usually fall between 1-3.5% depending on platform and industry. With this strategic A/B Marketing Campaign, we saw a peak engagement rate of 5.21% among the commercial segment and 3.92% among the residential segment. Additionally, there was an average of 14.15 impressions per piece among the commercial segment and 11.77 impressions per piece among the residential segment. This means that each contact in the campaign was touched 11-14 times with each of the four campaign pushes across multiple channels whether that be through mail, email, social media, or advertisements. This led to an average of 1,919 residential leads and 1,856 commercial leads per mail blast or 15,105 leads for the entire campaign.
These results demonstrate the campaign’s effectiveness in driving engagement, increasing visibility, and generating substantial leads for Magnolia Companies, proving the power of targeted, data-driven marketing strategies.
Is Your Growing Business in Need of a Boosted Direct Mail Campaign?
Contact Strategic Factory today at [email protected] or (443) 548.3500 for a discovery call to see how we can create a tailored marketing strategy that drives growth and success for your business. Whether you need a targeted direct mail campaign, targeted list services, or a total marketing overhaul, we have the experience and creativity to deliver measurable outcomes.
Associated Company
