Firespring’s print team stays busy (hint, hint: there’s a reason we were recently named the #1 quick and small commercial printer by Printing News magazine). But the annual rush of end-of-year printing needs means even longer hours, later nights and overtime throughout October, November and December. We saw the holiday printing “problem” as an opportunity to do two things: make the workload more manageable for our team members and cross-sell our top-notch printing and design services to SaaS clients who may not have been aware of all we offer.
Firespring put together a strategic integrated campaign targeted to eight SaaS, Marketing and Print client categories. The campaign offered a percentage off end-of-year printing through a series of direct mailers, drip emails, search ads, landing pages and retargeted display ads designed to appeal specifically to each group.
By the campaign’s end, 3,269 mailers had been sent out, and 5,279 clients received emails, resulting in a 31.01% open rate. Retargeting efforts saw 232 page views and 202 unique views, with an average of more than 2 minutes spent on the webpage.