Home services franchise targets local areas and uses direct mail with QR codes and call tracking, $540,094 in sales, and sees a 4:1 return on ad spend
Marketing objective
To measure the effectiveness of Valpak® in increasing sales and
return on ad spend (ROAS). (View some Valpak home services ad examples here.)
Program strategy
- Distribution: Mailed Valpak Blue Envelope inserts to 5,820,000 homes over 5 months across neighborhoods with a high concentration of the client’s customers.
- Targeting: The home services franchise supplied a list of serviceable areas to match back to Valpak zones and target the ZIP codes most likely to generate response.
- Product: Blue Envelope inserts with QR codes
- Offers: Low starting prices for core services, including Window Cleaning, Pressure Washing and Gutter Cleaning.
Results
- Valpak generated 1400 total redemptions and $540,094 in sales over the 5 months
- For every dollar invested, the client received $4.36 in return (4:1 ROAS)
- Customers drawn from Valpak spent an average of $385.78
Conclusion
The results of the direct mail program confirmed that the Valpak audience drove sales and resulted in a positive ROAS for the home maintenance franchise.
