Juniper Networks had been getting great results (15+%) with high-impact, meeting maker mailers targeted to select audiences, but was seeing a substantial drop-off in response to email and “traditional” direct mail—which was pulling less than 1%. Juniper networks needed to find a way to generate more leads from their primary target—mid-level IT.

We knew that it was going to take more than a great headline and graphics to double or triple response. So we developed a new die-cut format that made Juniper Networks’ message hard to ignore, yet that could be produced and mailed cost-effectively. We also used an appealing premium to create additional interest, but limited its availability to the first 50 respondents. After the initial success of this program, we tested the impact of a personalized URL (PURL) to increase response and conversion.

The oversize, die-cut format increased lead generation rates to nearly 5%. Inclusion of a PURL dramatically improved response, registration and conversion rates—from 100% to 500%, depending on audience.