At a Glance
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Firm type: Estate planning & probate
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Market: Phoenix
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Ad spend: $20k/month digital + $10k/month direct mail
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Timeline: 90 days
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Stack: MMM with offline media inputs
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Primary challenge: Direct mail ROI unclear
Key Insight
Mail seemed weak in isolation, but synergy with digital turned it into a growth lever. Without MMM, the firm would have cut a valuable channel.
Problem
The firm was running both PPC and direct mail campaigns, but intake from mailers seemed disappointing. Partners questioned whether to abandon mail as an advertising channel.
Approach
QuantiMedia fed offline mail drop data into MMM alongside digital campaign results. The analysis revealed that mailers lifted search engagement and conversions only when aligned with PPC pushes. Targeted mail created awareness and efficient PPC campaigns picked up those searchers when they started their research phase.
Results
By coordinating mail drops with digital campaigns, probate inquiries rose 44%, while blended CPA dropped 27%. The firm gained clarity that mail wasn’t failing — it just needed digital reinforcement.
Benefits
1
Cross-Channel Clarity That Proved Mail’s Value
Mail was on the chopping block because its impact looked weak in isolation. By integrating it into MMM, we proved it had a powerful reinforcing effect when combined with digital campaigns, helping partners avoid a strategic mistake.
2
Coordinated Timing for Synergy
Aligning mail drops with digital pushes created a multiplier effect: prospects who saw a postcard were more likely to search online and convert. This insight turned a flat campaign into one that generated real momentum across channels.
3
Budget Efficiency Through Smarter Allocation
Instead of wasting money on standalone mail, the firm focused on paired campaigns where ROI was strongest. This meant they got more inquiries without raising spend, and reduced blended CPA at the same time.