Direct Mail - Client: Nestlé Waters North America

Objective - Develop Direct Mail as a media channel for acquiring profitable new Home & Office water delivery customers. A major challenge was maintaining cost-effectiveness while segmenting the mailing to accommodate and support seven different regional brands.

What we did…what happened - In a period of 2 years Direct Mail has grown from zero to the largest budgeted media channel. MHI manages all aspects of the campaign from establishing strategic objectives, developing the list plan, all creative (versioning for seven unique brands), print production services, data work and post mailing analysis of results – including a match back process to measure the positive cross channel impact on internet orders.

Nestlé is pleased with the ability of direct mail to target desirable prospects. Compared to all other push media, direct mail produces customers with a lower cost per acquisition and higher lifetime value. Direct mail will be a major contributor to future growth of their business.