From Awareness to Activation: Direct Mail at WeLink

At WeLink, the goal of direct mail is simple: generate serviceable leads and convert them into active customers—efficiently and cost-effectively. Unlike digital campaigns that cast a wide net, direct mail allows us to target specific addresses within our limited network footprint. This precision makes it one of our most valuable channels for lead generation, particularly in markets like Dallas, Phoenix, Las Vegas, and Schuylkill Haven.

Our direct mail campaigns run monthly and support a broader acquisition strategy that includes door-to-door sales, inside sales, and digital signups. Mix-and-match targeting, compelling offers, and smart testing have helped position direct mail as one of our most impactful and cost-efficient acquisition channels.

As Campaign Manager, I lead our direct mail strategy end-to-end:

• Creative Direction: Guide the visual identity and messaging across campaigns.
• Copywriting: Write and refine headlines, offers, and calls to action.
• Data Strategy: Compile targeting lists, suppression files, and matchback data.
• Vendor Collaboration: Manage our direct mail vendor relationship and coordinate design, production, and fulfillment.
• Analytics & Optimization: Analyze matchback summaries and track KPIs like CPS, conversion rate, and attribution.

Our team includes a creative art director and a dedicated direct mail vendor with ISP expertise.

Before August 2024, we had limited visibility into the performance of our direct mail efforts. We were working with a marketing agency that offered a hands-off approach but delivered weak results. Attribution was poor, creative lacked consistency, and performance lagged behind other sales channels.

After switching to a new vendor that specializes in mail for ISPs, we gained more control over targeting, creative, and tracking. Our audience was small and budget was tight, so efficiency and precision became critical. We had to prioritize:

• Budget allocation across four markets
• High matchback significance (95%)
• Attribution improvement (QR codes, phone numbers, UTMs)
• Testing consistency without introducing too many variables

We also had to cut underperforming channels and make sure every marketing dollar was tied to measurable results.

We committed to a monthly cadence of postcard mailers. These were the most economical and allowed for brand and offer consistency. Here's how we structured the solution:

Creative Strategy

• Developed monthly themes (e.g., Halloween, Black Friday, Christmas, New Years, Valentines, March Madness)
• Bold headlines with key terms like "internet," "lightning-fast," "fiber-fast," and "first month free"
• Unique QR codes and phone numbers for every campaign and market
• Reverse side highlighted customer testimonials, free router, and free installation
• Avoided detailed pricing to spark curiosity and drive traffic

Testing & Optimization

• A/B tested small creative or messaging changes while keeping layout consistent
• Prioritized statistical significance (95%)
• Used longer time frames (1–3 months) to validate test results

Data & Attribution Tools

• CallRail for phone attribution
• Bitly for QR code and link tracking
• GA4, Amplitude, and QuickSight for deeper performance analysis

Targeting Strategy

• Worked with our GIS and network planning teams to identify valid serviceable addresses
• Used suppression lists and matchback data for smarter re-targeting
• Prioritized new addresses, leads, and those not mailed in the previous month

Budgeting

• Allocated budgets by market based on % of total serviceable homes
• Adjusted monthly spend to maximize addressable reach without overspending

The impact of the campaign overhaul was immediate and measurable:

• Lead volume increased by 26% in the first month after switching vendors, and by October 2024, had grown by nearly 94% compared to July, marking the highest monthly volume of the year.
• Serviceability rate increased by 21.62 percentage points between July and November, reflecting a substantial improvement in lead quality.
• Direct mail-attributed leads rose from just 5 in July to 46 in August, and consistently stayed above 70 through the end of 2024.
• Cost Per Sale (CPS) improved significantly after the vendor switch, dropping well below the ISP industry average and contributing to one of our most cost-effective acquisition periods of the year. Conversion performance steadily improved throughout the second half of the year, with November reflecting one of our strongest months in overall lead quality and sales efficiency.
• Aggregate CPA across all channels dropped significantly after implementing strategic changes, with direct mail playing a major role in driving down acquisition costs during the most efficient period of the year.
• Door-to-door sales reps reported more receptive customers, citing increased awareness and brand recognition due to the mailers.
• Leadership expressed high confidence in the channel, making direct mail a core part of WeLink’s long-term strategy.

Direct mail continues to be one of our top-performing channels—proving that when it comes to local address-level targeting, print still plays a powerful role in modern marketing.