Recently, Ford ran a test personalized direct mail campaign directed towards more than 20,000 Ford F-150 owners who's warranties were coming to an end. Because of the personalization of the direct mail campaign, Ford saw an increase of 5.7% in response rate and an increase of 35.7% in sales penetration.
Ford's new direct mail campaign inserts personalized data and images that are relevant to specific consumers. The data was extracted from Ford divisions that kept detailed databases on consumers with demographic information such as age, income, and gender.
Using its new strategy, Ford will send out more than 1 million pieces of mail annually, offering extended warranty services to their existing customers. Ford expects its new strategy to bring in tens of millions of dollars in sales.
