Move your direct mail budget online, without losing the calls.
If you're spending heavily on direct mail, you already know what a call is worth. The question is whether Google, Meta and streaming TV can bring the same calls for less, and how to find out without gambling the budget. We test digital against your mail, cell by cell, track every call to the sale, and move money only as digital proves itself.
Calls tracked to the sale · Mail kept where it still wins · You own every account
Mail works. You just can't see how well.
Direct mail can still bring in calls, but it's slow to test, expensive to change, and hard to measure past the response rate. Postage and print go up, response rates drift, and every drop is a bet you place weeks in advance. Digital lets you test in days and change in hours, if it's measured the same way as your mail.
We're doing this now.
A vehicle protection company spending six figures a month on direct mail. We rebranded it, built its new website, launched Google and streaming TV ads, and built call tracking that ties every call to its source. Next: shifting mail budget to digital in measured steps.
Client name shared with permission only.
How the move works
- Step 1
Baseline your mail.
Cost per piece, response rate, calls, sales and cost per sale for each drop. This is the number digital has to beat.
- Step 2
Track mail and digital the same way.
Unique tracked numbers for every mail cell and every digital channel, all landing in one dashboard, all traced to the sale.
- Step 3
Test digital against mail.
Google search, Meta and streaming TV aimed at the same regions and audiences as your mail, with holdout areas so the comparison is fair.
- Step 4
Move budget in steps.
Shift a slice of mail spend to whatever beats it on cost per sale, and keep mail wherever it still wins.
- Step 5
Report weekly, decide monthly.
Cost per call and cost per sale by channel, every week. Budget decisions are made with you each month.
What you get
- Mail baseline report
- Call tracking across mail and digital
- Landing pages for each offer
- Google, Meta and streaming TV campaigns
- Holdout test design
- Weekly cost-per-sale report
- Monthly budget decision call
Mail vs digital at a glance
| Measure | Digital | |
|---|---|---|
| Time to launch a test | Weeks | Days |
| Time to change a message | Reprint | Hours |
| Targeting | Lists and postal routes | Search intent, audiences and regions |
| Measurement | Response rate plus match-back | Every call and click to the sale |
| Cost to test | A full drop | A fraction of a drop |
General characteristics, not a promise of lower costs. The test decides.
Who it's for
- Businesses spending heavily on mail, print or TV
- Phone-sold offers: vehicle protection, insurance, mortgage, home services, financial products
- Teams that know their cost per sale
Industries:Vehicle service contractsFinancial servicesReal estate & mortgageHome services
Part of a Growth Partnership.
Programs for six- and seven-figure marketing budgets are scoped to the spend. Ad spend is paid directly to the platforms.
Questions about moving mail online
Should we stop our mail?
Not on day one. Mail stays wherever it still wins on cost per sale. Budget moves only as digital proves cheaper in fair tests.
How do you compare mail and digital fairly?
The same measure for both: tracked calls traced to sales, with holdout regions so seasonality and offer changes don't skew the result.
How long does a test take?
It depends on call volume and sales cycle. Ad platforms need about a week to learn, and a fair comparison usually needs several weeks of calls. We set the test length with you before it starts.
We're in a regulated industry. Can you handle that?
We build within your compliance rules, and your compliance team or counsel approves the ad copy and landing pages before launch.
Do we keep the data?
Yes: every ad account, tracking number, landing page and report is yours.
