Personalized direct mail initiative leads to 1,100% ROI, top honors at marketing awards

LexisNexis Legal & Professional, a leading global provider of information and analytics, took home the Best Direct Mail Campaign at this year’s distinguished Chief Marketer Pro Awards. In partnership with Sendoso, the leader in delivering branded, B2B experiences through gifting, LexisNexis’ Gold Winner campaign “Let’s Stir it Up” finished ahead of Silver Winner Michelob ULTRA Pure Gold and Bronze Winner HelloFresh.

The Chief Marketer Awards honor excellence in promotional marketing from brands across the world.

“Direct mail has been around for awhile, but in a digital age where the only real mail most people get are bank statements and bills, Sendoso helped us break through the noise,” said Rob Willingham, Senior Director of Strategic Marketing, LexisNexis. “Sendoso created and executed a personalized approach with a relevant message that contributed to making LexisNexis’ first gifting initiative at scale a success.”

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“Sendoso created and executed a personalized approach with a relevant message that contributed to making LexisNexis’ first gifting initiative at scale a success.”

Traditional eGifts and one-off Amazon sends don’t grab a person’s attention like personalized, interactive gifts. So LexisNexis partnered with Sendoso to create a unique marketing strategy that combined the best of direct mail and corporate gifting.

To catch the eyes of LexisNexis’ targeted audience of small law firms and expand its pipeline, LexisNexis’ marketing team brainstormed a unique gifting campaign that played off the literary classic “To Kill a Mockingbird.” The package, which was customized and created by Sendoso, included a cocktail recipe book called “Tequila Mockingbird,” a whiskey glass, a bar spoon, and an insert comparing LexisNexis to the brand’s competition, which featured both info and recent accolades. There was also a personal, handwritten message that began with the phrase, “Let’s Stir Things Up!”

The customized packages were sent to more than 1,100 accounts and closed more than $351,000 in sales, with an additional $390,000 forecasted – translating to 1,100% ROI.

“Customized gifts are truly door openers,” said Sendoso CEO and co-founder Kris Rudeegraap. “Not only do they establish and maintain long-lasting connections with your customers and customers-to-be, but they deliver a measurable – and now award-winning – impact.”

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