Our direct mail campaign was a little TOO successful!
We work through a series of direct mail campaigns for our listings sites from around November through to February and thought that we were really into the swing of them by this point. Boy were we wrong!
On Tuesday evening we mailed out around 1300 recipients (no, it’s not junk mail: these are people very likely to be interested in using our services) with a variation on the message we’ve been using this season. What we didn’t realise at the time was that although the changes were, to us, relatively minor they were far from minor to the recipients and therefore the level of interest was considerably larger than we were expecting or indeed prepared for.
First off, the bandwidth used went straight through the roof with as much traffic on the site in a few hours as we normally get over several days. It was so high that a number of people got time-outs when they tried to take up the offer. Next morning we found outselves swamped in applications and we remained that way for the next two days.
All this from an e-mail that should have had a relatively low response as it was sent out on Tuesday when Friday is normally our best day for these campaigns.
We’re about to be really brave and change another run of it to a different group but I think we’ll play safe and stage the mailing this time!
Popularity: 9% [?]
