Our objective
Gusto, an award-winning HR, payroll, and benefits platform (and Pragmatic client) originally designed for businesses with 1-10 employees, was growing! As their capabilities grew, so did their target audience – including companies with up to 100 employees. While we’d perfected the art of converting small teams to the platform with a hard-hitting direct mail piece, we set out to evolve our strategy and creative with the goal of driving higher-value leads from key decision makers at large organizations.
Our results
Cutting to the chase here, we crafted a custom direct mail piece targeting Gusto's expanded audience (running from late 2021 through early 2022) that drove:
43% HIGHER LEAD RATE + 28% HIGHER VALUE LEADS
The campaign was celebrated as a meaningful success throughout Gusto and has led to even greater direct mail adoption across the organization.
So how did we do it? Here's the story ...
Our big idea
We knew getting our message in front of decision makers at larger companies wouldn’t be easy. They were even busier than the startup founders we had previously targeted, had more cluttering their inboxes, and some even had gatekeepers screening their mail. To capture their attention, we needed to physically place our message on their desks – and the way to do that was a meaningful mailing. So we ventured beyond a simple envelope and letter.
We created a custom format that demonstrated our commitment to helping our target audience achieve their goal: growth. Inside an over-sized envelope sat a substantial folder containing a “Growing with Gusto” kit. This included a letter introducing Gusto, three cascading die-cut sell sheets, the business card of a Gusto specialist, and a branded packet of plant-able seeds.
Equally as important as the piece we delivered was the list of prospects to whom we delivered it. Working in lockstep with the client, the Pragmatic team built a look-a-like model based on the small number of large clients they had and did a profiling exercise to source even more data. We then split the audience and sent our “Growing with Gusto” kit to half while sending our highest-performing letter package from smaller business (1-10 employees) campaigns to the rest.
Our creative
Crafted with Pragmatic's proven response-driving creative best practices, the piece was clear in its copy and scannable in its design. Because of its large size and tangible weight, we were confident it would stand out from the clutter and capture attention. Take-away elements like the business card and sell sheets also made it easy for prospects to keep Gusto (and our call to action) top of mind.
We're proud of this high-performing campaign, and we're passionated about achieving measurable results for all of our clients.
At Pragmatic, we run direct mail programs for clients from soup to nuts, and we'd be happy to chat with you about yours. Reach out anytime!