Optical Retail Store


Location: Delray Beach, FL (Miami Metro)
Retail Store: Open 7 days; Doctor on-site to provide exams; distributes many major
eyewear brands; highly competitive market.
Direct Mail Type: 6x11 Postcard, Full-Color, Heavy Paper Stock; High Gloss


The optical retailer is facing stiff competition from giant retail stores such as Wal-Mart. The store owner started to see a decrease in customer share and slowing sales. The big challenge was choosing a marketing vehicle that would keep the retail brand top of mind for consumers and position the retailer as a high fashion eyewear solution. The retail owner knew he had to adjust the budget and allocate more spend to marketing if he wanted to thrive and compete in a changing market.


Direct Mail Type: 6x11 Postcard, Full-Color, Heavy Paper Stock; High Gloss
Number of Pieces Mailed: 10,110 postcards

Target Audience (for Customer Acquisition): After reviewing his customer database, it was determined the best prospects to target are females in a median age range, households with children, households with specific median incomes, and neighborhoods within a proximity of the retail store. The Free Market Analysis provided by Mudlick Mail helped determine their full market potential – the maximum number of potential customers, who met the targeting criteria.

The optical retailer partnered with Mudlick Mail to execute customer acquisition and retention marketing campaigns. The retention strategy involved identifying customers within the retail database that had not made a visit in the previous 12-18 months. Consultation included giving the owner insights on which broad offers would produce the greatest response rate and how to choose broad-based offers that would be compelling to a diverse group.

Mudlick Mail set-up call tracking and also did a post-mailing database match; helped the owner determine:

  • the response rates,
  • areas for staff training,
  • the best neighborhoods to mail,
  • return on marketing investment,
  • number of new & returning customers, and
  • which offers performed best.

We do it all!

Price includes (no contracts or volume commitment)

Account Manager
mudlickFree Market
mudlickFree Call
mudlickROI Tracking
mudlickTarget List
mudlickPostal Receipts &
Delivery Reports

mudlick Compared to emails sent to existing customers, direct mail has 30X
the chance of receiving a response from the customer.

Direct Marketing Association mudlick

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