Case Study: Merry Maids®

Valpak® Delivers Results

Marketing Objective

Measure the effectiveness of a Valpak mailing to generate leads, sales and recurring customers.

Mailing Strategy / Campaign

Mailed a total of 2,000,000 single panel inserts nationally.

Merry Maids mailed households were selected based on:

  • Geography: Merry Maids serviceable ZIP codes.
  • Demographics: Single-family dwelling units, household income, and home value.
  • Expenditures: Estimated annual expenditures on housekeeping services.

Two high value offers were provided:

  • $50 Off ($30 Off First Cleaning, $10 Off Next Two Cleanings).
  • $100 Off ($20 Off First Five Cleanings).

Test Results

  • Valpak leads, captured through a unique phone number, generated a cost per lead 10% lower than the advertiser’s direct mail benchmark cost per lead.
  • Leads matching back to a Valpak mailing were 7% more likely to convert to a sale than other leads during the same timeframe.
  • Sales matching back to a Valpak mailing were 21% more likely to be recurring and 10% less likely to be “one and done” than overall sales in the same timeframe.

Conclusion

The results of the program confirm that the Valpak audience was an efficient lead source achieving a cost per lead lower than their direct mail benchmark, and even more importantly delivering a high quality customer that was more likely to be a recurring Merry Maids customer.
Valpak® is a registered trademark of Valpak Direct Marketing Systems, Inc., its subsidiaries and affiliates. Copyright © 2012 Valpak Direct Marketing Systems, Inc.

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