•Vietri -
importer of handcrafted Italian ceramics and glassware, hosts a closeout sale at their warehouse in Hillsborough, NC, two times a year. In 2011 the company sought a new way to promote their October event.
New Vietri customers from Durham, Raleigh and Cary redeemed 263 coupons, a response rate of 2.06%. This is quite acceptable for a one-time mailing carrying a generic message.
Even better, computed sales from these coupons came to an impressive $54,178. This represents an ROI of 18.1 on the initial marketing investment of $3,000! For every dollar Vietri spent on this campaign they sold $18.10 worth of merchandise.
