Verlo Mattress Case Study

Goal: Increase sales in December

Postcard Design:
Verlo Mattress printed 8,500 postcards promoting a 10-day sales event on the back.
This event was the main draw and selling point which worked to bring customers in the store during what is a
normally slow time for their industry.

The design itself can play a huge part in generating response, so let’s take a look at the successful design
elements of this campaign.

The front headline and image immediately identity the comfort that a new mattress will offer. The back side of
the card has a clearly stated message announcing their new location and 10-day sales event with an offer of
“$50 OFF” that gives readers an incentive to come in and buy.

In this economy, an offer is even more important than in the past and creates a hot button to call. The purpose
of the card is to drive in more sales for the 10-day sale, while the offer motivates customers to bring in the
postcard and redeem their discount.

Mailing Schedule:
The campaign consisted of 8,500 postcards — 2 mailings with the criteria below.

Mailing Lists:

List 1: Customers who purchased directly from Verlo Mattress stores over the last two years.
Mailed: 4657 postcards

List 2: Customers who purchased from Verlo Mattress stores that closed within the last three years,
but were near enough to consider shopping at this location.
Mailed: 3844 postcards

Results:
“This postcard campaign generated 25% of all sales for our 10-day sale, resulting in $13,000 in profit
out of the $56,000 total sales we made. We took in 200% more in sales than this time last year!”
—Rod Smith, Verlo Mattress

On average, each lead from the postcard generated $900 in sales. Postcard marketing is the only form
of advertising they did for this sale besides their ongoing Pay-Per-Click ads. During this period, they
rose to one of the top 10 stores within the 50 store franchise. This postcard campaign directly affected
the success of their 10-day sale.

Campaign Cost, Including Postage: $2777.81
Sales from Leads Generated: Approximately $13,000
ROI (Return on Investment): 368%

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