Mailing to GM Dealers Pulls 17% Conversion

Posted on by Chief Marketer Staff

A provider of office forms to the automotive industry has garnered a 17% conversion rate with a lead-generation mailing featuring a sweepstakes.

The mailing, which promoted a new Web-based forms delivery service, went out to 7,500 General Motors dealers across the country last fall. It pulled a 26.1% response rate and cost $10 per recipient, according to Lorene Fryer, account manager at Reynolds & Reynolds, a Dayton, OH company that supplies forms and other products to the automotive industry.

The biggest draw appeared to be a sweepstakes for a Hawaiian vacation.

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