How Geltz Communications achieved an 82% close rate

Direct mail is an important component of any marketing outreach program, but the results are often lackluster. Four weeks after SCE sent two mailings to 6,800 customers, only 135 customers (less than 2%) had signed up for the Energy$mart Thermostat program.

Geltz achieved an 82% close rate when they approached new members of the Cathedral City, Palm Spring and Palm Desert Chambers of Commerce.

In order to achieve this success rate, Geltz:

• Worked with SCE Public Affairs and the Coachella Valley Chambers of Commerce to gain endorsement from these trusted third parties
  
• Pre-qualified and pre-educated each Chamber business by phone
  
• Plotted the businesses on a map to identify clusters of businesses in the same geographic area

SCE benefited from the high close rates and community satisfaction, and the Chambers benefited from building the perception of offering members a value-added proposition.

Comparison of Approaches:
Direct Mail Versus In Person Outreach

*The yield rate for thermostats is greater than 100% because many of the businesses requested multiple thermostats.