Plastic Gift Cards Receive 35% more Redemptions than Paper Postcards Direct Mail Marketing Campaign

CHALLENGE: After five mailings with Triadex Card Mailers, a national restaurant chain with 38 locations performed an A/B Test on plastic gift cards versus paper postcards. SOLUTION: Five locations were selected to offer the paper postcards and a total of 110,429 were mailed. Five locations were selected to offer the plastic gift cards and a total of 143,563 were mailed. Both offered two different coupons:

• $5 off a $15 purchase
• Buy 1 sandwich, side, and a drink and get a sandwich free

RESULTS:

• The plastic gift card pulled 35% more redemptions than the paper postcard with the same offer.
• Over the next 10 years, the restaurant projects to make a far more positive ROI from these new customers.