The direct mail package was strategically timed to arrive in homes at the height of the strong early spring season with vibrant colors, beautiful garden images, and motivating special offers to boost response.
The package presented a warm invitation to renew and experience everything at the Naples Botanical Garden this spring and beyond, with special member perks. The design stood out in the mailbox with a lovely collage of images and motivating teasers. Content was engaging and conversational, highlighting the upcoming events and savings opportunities available for members.
To boost the average gift and increase engagement, special emphasis was placed on the garden’s new Family & Friends level. The value of membership was highlighted throughout, with a focus on free admission, exclusive discounts, and special event invitations.
Results
The campaign achieved outstanding results, with a 2.46% response rate and 242% more income than projected. The ROI for the campaign was a strong $2.24.
