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Marketing Case Studies
Email v. Direct Mail ROI

Two distribution channels were suffering from low traffic counts and consequently returned low sales performance. Since the two channels were considered the low-cost channels, it was counter-productive to add media weight to support.

Test the return on investment if the budget for one direct mail campaign per quarter was repurposed for double opt-in email.

  • Response rates doubled month over month and year over year
  • Cost per sale was reduced 70%
  • Provided ability to build “house list” for future email offerings
Extending Client Bandwidth

A publicly traded company with a significant B2B reliance required industry penetration analysis figures for Wall Street and did not have the resources to complete the task in the required time-frame.

Analyze current unit sales within each industry to determine penetration, benchmarks and future growth opportunity.

  • Analysis completed in time for annual investor meeting
  • Positive reception with investment community garnering a 15% lift in stock price over subsequent three weeks
Search Magnet Local

We began working with one of the largest allied staffing agencies in the country in March of 2010. When we first began working with them they had no search presence on the first 10 pages of Google or Yahoo. Our first step was to generate a local presence in 10 of their Texas markets.

We started with our Search Magnet Local business directory site which provided each location with a micro site giving visitors detail information regarding their company and ser-vices. Search Magnet Local provides web 2.0 technologies such as “send to cell phone”, “bookmark this page”, “social media links” and “refer a friend”. In addition the site is built to be Google friendly and is submitted to over 53 search engines, directories and navigational platforms monthly.

  • The 10 sites went live on March 24th with Meta tags and various relevant keywords programmed
  • All copy was carefully written to include keywords that we were interested in capturing traffic
  • Within 3 weeks we had positioned 6 of their 10 sites in the top 5 positions on Google and Yahoo under 7 of the keywords we targeted
  • This quick ranking is due to medium size markets in addition to new back end programming that allow us to optimize all pages such as document libraries, photo galleries, testimonials, staffing profiles, service locations and videos
Beyond Traditional Spot TV

A top 5 company in their industry lost the benefit of their larger parent company’s $100+ million branding effort and needed to replace each in-market share of voice at significantly (90%) less cost.

Develop an integrated television presence in top performing markets whereby television on-air personalities endorsed the client’s product on-air through trivia contests and programming integration.

  • Generated 18% higher call volume than traditional spot television at 24% less cost per call
  • On-air personality became “Mr. Brand Name” in the respective markets
  • Unique campaign was nominated and earned finalist position in Adweek Buzz Award and won the International Davey Award
PPC Campaign

A Home Care Agency had an old out-dated website that was void of conversion points and generated zero traffic other than people typing in the business name. Being the site had been up for several years one would think they would have eventually had some organic traffic but that was not the case.

Built into the pages was multiple conversion points ranging from form submissions to strategically placed phone numbers. We also began a PPC campaign utilizing our Call Accelerator platform serving ads to Google, Yahoo, and Bing in addition to their publishers. The platform tracks only key-word traffic and based on the keywords that generate phone calls and form submission automatically bids accordingly in-order to keep those converting terms on the first page of all the major search engines.

  • In the first 60 days their search traffic went from zero to averaging 900 unique visitors a month with an average of 3 ½ page views
  • The site has also generated over 60 form submission per month in addition to 50 plus phone calls all as a direct result of their PPC campaign
  • Being that the Call Accelerator platform learns and adjusts its bidding according to the traffic, we have seen the click thru rate go from 1.22% up to 2.38% and the average cost per click from $2.27 down to $1.23
  • The number of impressions has gone down 33% and visits have increased by 5%. The average position has jumped from 5.0 to 4.1
Spot TV Savings

A fortune 100 company with long-standing media agency relationships believed they were purchasing prescribed media plan TV dayparts at the lowest possible rates even though our initial analysis suggested an opportunity to save between 30-40%.

Demonstrate IC, Inc. concept of real-time, no-cost auditing using client’s exact plan parameters.

  • Annual buy yield was an overall cost per point reduction of 36%
  • 17% of weight upgraded – efficiency based