Data-Driven Direct Mail Delivers High-Quality Leads, Faster Market Entry | Retail
7/17/2025
RRD’s omnichannel solution drives growth for a leading national home improvement distributor
CHALLENGE
A leading national home improvement distributor struggled with long cycle times, poor lead quality, and a lack of transparency from its agency partner. The client’s direct mail campaigns took up to 10 weeks to execute, limiting their ability to respond to current market opportunities. Plus, they lacked insight into campaign performance and a data-driven strategy to generate a steady flow of qualified leads. Their goal was a fully optimized, omnichannel marketing strategy that would accelerate lead generation and provide clear, measurable results.
SOLUTION
Seeking a more efficient and effective partner, the client entrusted Iridio by RRD℠ to solve their challenges. RRD developed a strategic omnichannel solution designed to improve lead quality, campaign speed, and transparency. Components included:
- Advanced audience targeting: Leveraging the client’s first-party data, RRD created a look-alike model, identifying the highest-potential leads.
- In-depth prospect research: RRD’s insights team conducted interviews to understand what messaging and formats would best convert prospects into leads.
- Optimized creative and format: RRD’s creative experts applied insights from the research to develop compelling direct mail designs tailored to the target audience.
- Real-time performance transparency: Custom-built reporting dashboards provided the client with weekly insights on campaign performance.
- Faster speed to market: The new process significantly reduced lead times, allowing for rapid campaign execution.
RESULTS
RRD’s partnership helped the company deploy an effective omnichannel strategy and achieve their goal. Results included:
- Higher lead volume: RRD helped the company generate an increase in leads, outperforming previous vendors.
- Accelerated campaign performance: Initial test campaigns exceeded expectations, delivering rapid lead generation within the first few weeks.
- Expansion of services: Following the success of the initial program, the client expanded its relationship with RRD to include additional media services (shared mail) for broader market coverage and a targeted neighborhood mailer around installations.
- Future growth: As the collaboration evolves into a fully integrated omnichannel strategy, the program continues to evolve and drive high-quality leads that maximize marketing ROI.